Capel Celebrates Anniversary With New Lines At Spring High Point
Capel Rugs enjoyed another busy High Point Market this spring as retailers embraced a variety of new fashion-forward designs while celebrating the company’s milestone anniversary. Among the company’s hits this market were two new Wilton-woven, machine-made Kevin O’Brien — Woodgrain and Leopard. Woodgrain simulates the look of a classic wood grain pattern with its design, which is available in three colorways— gold, light grey and charcoal. The Leopard collection, a nod to an animal print that’s still prevalent in interior design, comes in beige and charcoal. Both are popular patterns in Kevin O’Brien’s top-of-bed luxury linen collection. Tresillo, Kevin O’Brien’s third introduction at market, is a transitional ombré pattern of shaded colors available in indigo and natural colorways. Constructed of 100% olefin, a 5’ x 8’ rug in each of these new collections may retail for $399.
“These new Kevin O’Brien designs really resonated with our buyers,” said Cameron Capel, vice president of national accounts for Capel Rugs. “They loved the lively colors and distinctive patterning as well as the value pricing.” Also doing well this market were three new additions to the best-selling WILLIAMSBURG® line of “Trend Meets Tradition” designs. The new designs include a flat woven model called Palace Fret, and two new hand knots — Isobel and Thompson Ikat. All three designs feature jute.
Isobel — a 100% jute design in four colorways based on a floral end paper from the Colonial Williamsburg archives — was particularly well received by retailers, but all three of the new jute designs drew solid support.
Thompson Ikat, also in 100% jute, is a hand knotted printed design inspired by the ikat tradition of weaving. Available in three colorways, this new design draws on both Eastern and European interpretations of the ikat technique reflected in the Colonial Williamsburg archives.
Palace Fret, another market winner, is a fresh interpretation of a classic Chinese key design that takes its cue from carving on a chair rail molding in the Supper Room of the Governor’s Palace in Williamsburg. The reversible design is jacquard woven in India of a cotton-and-jute blend in three colorways.
“Retailers were surprised by how soft and inviting these jute rugs were, and they also liked the price point,” said Capel. Isobel and Thompson Ikat may retail for $699; Palace Fret may retail for as low as $299.
In addition to these new licensed lines, Capel Rugs also generated solid placements on fresh designs including Beckett, a faded, Wilton machine made transitional collection in five spirited patterns and seven chic colorways; Metropolis, a Wilton woven, delicately distressed design of 100% New Zealand wool in seven transitional and traditional patterns and colorways; and Ankara, a Wilton machine woven 100% polyester collection of four traditional designs in three color ways and one transitional, erased look in green or red, originally introduced at the January markets
“Ankara is already available on retail floors but many of our High Point customers hadn’t seen this design before,” said Capel. “With a retail price of less than $249 for a 5’ x 8’, Ankara offers an amazing look for a ‘can’t beat’ price.”
With the selling environment at retail still a bit of a challenge, Capel Rugs’ latest round of introductions placed a strong premium of delivering value.
“Whether they were machine made constructions or hand knots, we worked extra hard to make sure each of our new designs was loaded with ‘visible value’ in the colors, textures and patterning,” Capel said. “As a result, a number of our retailers told us during their showroom visits that our line has never looked better.”
Along with an ambitious slate of product introductions, Capel Rugs also generated excitement this market with a party celebrating its 100th anniversary year. Held on Sunday, April 23, the party attracted a large crowd of retailers, designers and media. The event included an all-American lunch and a champagne toast with comments from founder A. Leon Capel’s sons Leon Jr., Jesse and Arron Capel.
Hosts for the event were Cameron Capel and Mary Clara Capel, director of marketing and administration, Richard Capel, director of manufacturing and Ron Capel, managing director of retail — four members of the current third generation of company leadership, known as “G3.”
“Our anniversary continues to generate a lot of excitement for us,” said Capel, adding that the company also has held celebrations at the winter markets in Atlanta and Las Vegas. “We were worried that the steady rain during the spring market might keep some people away, but we had a great turnout for the party — and for the show as a whole — and our sales were way up versus April of 2016. We feel a lot of great energy among our team and our customers as we head into the remainder of the year.”