Having been in the high-end, hand-knotted area rug business for 30 years, Art Resources recently debuted a lower-price point line to access a new consumer.
“We went into the lower-price point category because we saw the opportunities were there,” and India had the capabilities to offer handmade products at the new price point, said Eddie Simantob, a partner in the business with his brother Jack. “They are designed to appeal to a broad range of tastes, with very affordable price points.”
The company debuted its new division—as well as its first High Point Market showroom—at the October market, in a new 4,691-square-foot showroom in Market Square. With the new division and the appearance in High Point, the company is targeting the furniture store channel with the new line, he said.
The new collection of about 35 to 40 designs focuses on contemporary or transitional looks, Simantob said. “That’s where [the design direction] is going. They’re less busy and are easier to live with.” The new rugs are handknotted or hand woven, and include kilims and dhurries. The wholesale price for a 5-by-8 will range between $120 to $800, he said.
At High Point Market, people liked “anything that was different,” he said. The overdyed looks did well, for example, as did the kilims and flatweaves. The collection uses wool with jute or art silk accents.
The company also recently enhanced its website, allowing retailers and consumers to search its inventory by color, construction, material and more.
Art Resources’ existing high-end line is made in Afghanistan and Pakistan and is geared towards speciality retailers. Based in Los Angeles, where it also has a warehouse, Art Resources has an East Coast office and warehouse in Secaucus, N.J.