Capel’s High Point Introductions Well-Received

Traffic at this month’s High Point Market was light, as was to be expected during a pandemic, but Capel Rugs still was pleased by the level of activity it generated during the nine-day event.

“There wasn’t a period when we didn’t have customers in the showroom, and the customers that came in were motivated buyers looking for new products to freshen up their assortments,” Cameron Capel, president — sales and marketing for Capel Rugs. “Considering the current state of things, we had a decent market.”

Capel Rugs debuted a number of fashion-forward collections at the October 13-21 High Point Market ranging from value-packed, versatile machine made rugs to exquisitely detailed hand knotted designs. Leading the way were two hand knotted collections — Ashia and Marmara. Hand knotted in India, Ashia features four classic floral patterns with a plush, half-inch pile.

Also sourced in India, Marmara is hand knotted of 100% wool with an intricate construction. Each end features a lovely one-inch fringe for extra interest. Four colorways are available– pebble, slate blue, mushroom and black.

“Our new hand knots were very well received,” Capel said. “Marmara, a more transitional design, did particularly well. During this market, there was a lot of interest in our higher-end rugs.”

At market, Capel Rugs also added fresh colors and patterns to several existing lines. Avanti, Capel Rugs’ best selling hand tufted, all wool collection from India, added two new traditional-leaning patterns — Avondale and Bartlett — each in three robustly colored colorways with a thick loop pile. The new Avanti Avondale design is available in linen, ivory multi and terra blue; Avanti Bartlett is available in blue pearl, indigo and biscotti. A 5’ x 8’ rug may retail for under $349.

“Avanti continues to gain momentum thanks to its winning combination of price and quality,” Capel said. “Retailers know it’s a strong performer, and these gorgeous new designs will enable them to reach even more customers.”

Also doing well this market were two new variations added to the Tasanee collection. A contemporary hand knotted collection with an abstract, painterly feeling, Tasanee has been expanded with three new colorways — charcoal multi, bluestone and alabaster. Hand knotted in India, Tasanee is a wool construction with a touch of viscose for added depth and sheen.

“The three new Tasanee colorways drew a very positive response,” Capel said. “It’s a distinctive design with a rich, plush feel.”

Capel Rugs’ additions to New Homestead, a recently introduced collection of domestically produced braided rugs, also generated good reviews. An updated take on the company’s iconic Old Homestead rug, New Homestead was inspired by the first chenille braided rug Capel Rugs ever created in 1926. New Homestead features an assortment of today’s hottest colors and an updated construction that mixes polyester, polypropylene and cotton. Three new colorways were added this market —stone, moody blue and multi.

“We showcased these three new colors in a vignette at the front of our showroom,” Capel says. “Retailers like the unique combination of durability and softness in this design — the chenille makes it soft on your feet but at the same time this rug wears extremely well because of its poly construction.”

Since a number of retailers chose not to travel to market this October because of the coronavirus, Capel Rugs augmented its market presence with a steady stream of online Zoom sessions. The technology enabled the company to share its latest introductions with retailers who weren’t able to attend market, sparking additional placements for its new designs.

“Retailers still benefit from seeing rugs in person, because of their tactile nature,” Capel said. “But the Zoom calls proved to be a successful way to show our new colorways and line extensions, since most of our retailers already know what these rugs feel like.”


Author: Sally James

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