Those visiting the Surya showroom at 7 West 34th Street, #439 during this month’s New York Home Fashions Market will see a new push on its Artistic Weavers brand, which caters to the mass market category.
The entire showroom will be devoted to Artistic Weavers, said Paul Sullivan, senior vice president, sales/national accounts, who joined Surya in April tasked to penetrate this channel of distribution. “By adding a mass market approach we can service all segments of the business without disturbing current projects underway.” The brand will focus on machine-made, tufted, loomed and printed product, and will soon launch its own website at artisticweavers.com. The initial offering will include rugs as well as decorative pillows.
The brand has been around for several years, said Sullivan, and while the assortment has previously been small, that changes at this market. The line will increase by 10 to 15 collections, including the addition of Monterey, an eight-color, machine-made polypropylene group made in Turkey that will retail for $220 for a 5-by-8; Himalaya, a tufted group with over-tuft designs that will retail for $179; and Unity, a six-color shag retailing for $99. The brand has its own designer — and its own original designs — though it will “get inspiration from top-selling Surya product,” Sullivan said. However, “we want to have our own identity, thus creating demand for our product.”