Capel Celebrates 100 Years With Events At Winter Markets
Capel Rugs kicked off its 100th anniversary year at the winter markets in Atlanta and Las Vegas with a lively mix of parties, products and promotions — and brisk business activity.
L TO R: CAMERON CAPEL, RICHARD CAPEL AND MARY CLARA CAPEL
The celebrations began January 12 at the Atlanta International Area Rug Market, where Capel shared a champagne toast, birthday cake and “cake pop” favors with dealers. A similar party was held January 23 at the Las Vegas Market, where a large group of Capel executives, employees, sales representatives, retailers and members from the building management and leasing groups toasted the company’s milestone.
“Our customers are just like family, so it’s been so fun for us to be able to mark this special occasion with our dealers, many of whom have been doing business with Capel Rugs for generations,” said Mary Clara Capel, director of marketing. “One hundred years in business is a major accomplishment and we are so glad to have been a part of our customers’ success over the years”
During the winter markets, Capel Rugs introduced a wide variety of well-received new products. Hits included Yorktowne, one of Capel’s most popular braided designs from the 1980s rendered in a new rectangular shape that gives the colonial-inspired design a modern spin.
“Our theme for the centennial celebration is ‘100 years of heritage in every rug,'” said Cameron Capel, vice president of national accounts. “Since Capel Rugs built its reputation with braids, we wanted to bring out several classic designs to mark this special year.”
In addition to Yorktowne, Capel Rugs introduced a new version of another popular braided design from its past — New Homestead. A revival of the company’s iconic Old Homestead rug, New Homestead features an updated construction and fresh, on-trend colorways.
“We had an overwhelmingly positive response to our new revival collections at the winter markets.” said Richard Capel, director of manufacturing. “They are full of fashion with updated colors that are perfect for today’s trends.”
Also doing well at the Atlanta and Las Vegas Markets was Ankara, a new Wilton machine woven collection of four traditional designs in three colorways and one transitional, erased look in green or red. Produced in Turkey of 100% polyester yarns, a 5’ x 8’ version of Ankara may retail for $249.
“This is a very stylish yet durable design with rich colors and a fabulous sheen,” said Cameron Capel. “During market, retailers snapped it up, because it gives them something very attractive to promote at an unbelievably low price.”
In addition to the introduction of Ankara, Capel Rugs also generated good placements for new designs that debuted at the October High Point Market. The eye-catching Bengal collection, a tribal-influenced geometric hand knotted of 100% jute, was a particularly strong seller. Another well-received design was Finesse Tower Court, a new indoor-outdoor geometric design in the COCOCOZY line.
“We saw good activity during the markets at both the lower end of our line as well as with our higher end hand knots,” said Cameron Capel.
At the Atlanta market, the company’s showroom traffic doubled compared to the level a year ago, and orders written jumped 32%. In Las Vegas, attendance was steady but order levels were up. Helping to spark business were a variety of special market promotions
“We came into the winter markets with a nice gain for the calendar year 2016 and, based on the activity we generated in Atlanta and Vegas, are now continuing that forward momentum,” said Cameron Capel. “We’re giving the buyers the types of creative looks and attractive prices they need to reach their consumers. We’re expecting great things during this special anniversary year.”
