Dixie Launches Decorative Import Rug Business & New Brands
Dalton, GA, October 5, 2021-T.M. Nuckols, president of The Dixie Group (TDG) Residential, is excited to announce the rebranding of the company’s decorative segment product lines. Masland Wool is being rebranded to 1866 by Masland. Fabrica Wool is being rebranded to Décor by Fabrica.
Len Andolino, vice president - decorative division, who joined TDG in February of this year, will lead the company’s marketing, merchandising, and product development efforts in each of these new brands.
TDG entered the high-end decorative business segment in 2007 with a handful of imports in both broadloom and area rugs plus some internally tufted wool styles. In July 2013, TDG purchased Robertex, a Calhoun, Georgia-based wool manufacturer to grow the business further.
Andolino states, “We have a great foundation of products to date, the fact that we are the largest American-based manufacturer of tufted wool will set us apart from our competition as we start to import heavily from around the world. We will no longer be just offering wool, although wool will continue to be our main fiber, we will now be adding new constructions and fibers to our assortment .through our expanding global supply chain partners.”
“We felt with the additional product content being added to our Decorative assortment that it was time to create new brands to further our commitment to this category.1866 by Masland was created by using the year C.H. Masland & Sons was founded 155 years ago. This nod to our long heritage will set the stage to showcase our company as the ‘founders of fashion’ in the flooring industry,” he adds.
Both brands will have distinct product assortments with their own merchandising for the dealer network. The Masland and Fabrica Territory Mangers will be showing the newest styles and merchandising options shortly. Surfaces 2022 will be the official launch of both new brands.
Andolino and Floor Focus publisher Kemp Harr discuss The Dixie Group's strategy.
Related Topics:Masland Carpets & Rugs, The Dixie Group