Palmetto Living caters to furniture and flooring retailers. Orian Rugs will continue to service national mass merchants and chains. Orian Rugs is formally introducing the Palmetto Living brand at the winter markets, starting at the Atlanta AmericasMart, Jan. 9-13. The official launch is set for Las Vegas Market, Jan. 27-31, at the companyâ€™s new and larger showroom in B-362.
Brandon Culpepper, chief revenue officer Orian Rugs said that, â€œIt has very high ceilings, which is perfect for us to be able to showcase 8-by-11 sizes.â€
Riverstone is the brandâ€™s first collection introduction. Made in a new yarn system based on soft polypropylene â€œthat is almost as soft as microfiber, and a big innovation in yarn development,â€ Culpepper said, the rugs are made in the USA and feature transitional/contemporary patterns in neutral and metallic looks.
Orian Rugs is welcoming a new addition in the new year. Palmetto Living represents Orianâ€™s first sister brand, born to serve a specialty retail customer with a tailored line of products. Brandon Culpepper, chief revenue officer, likened the companyâ€™s new brand strategy to automobile model tiers.
â€œItâ€™s what Lexus is to Toyota,â€ he said. â€œWe have introduced so much new product in the past year, and a lot of it is higher end from where Orian was in the past.â€
Culpepper, who joined in January 2018 to help revamp the company and expand its product breadth and distribution, said recent enhancements in Orianâ€™s product development â€” across fibers and constructions â€” demanded the new branding initiative. â€œItâ€™s a different market, a different group of customers who are buying it,â€ he continued. â€œWe had to set some very clear MAP [minimum advertised price] pricing so that the value of the product protected.â€
Palmetto Living, â€œhas opened new doors for is to try new things,â€ he went on. â€œWeâ€™re testing new manufacturing concepts and new yarn systems going into 2019 for this customer set.â€ Culpepper said that, One example is space-dyed polyester yarn, nylon â€œand even wool.â€
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