Handmade rug specialist Kaleen broadened its price point and construction range to include machine-made indoor area rugs with a debut collection launched this summer at the Atlanta International Gift & Home Furnishings Market. The machine-made Tiziano collection, featuring 14 designs, will again be on show later in July at Las Vegas Market. Kaleen is also beefing up its bread and butter handmade rug business with the Dynamic Rugs introduces 3 new collections Kaleen debuts first machine-made indoor rugs RUGS AND CARPETS addition of several innovative hand-tufted and hand-knotted collections for summer shoppers as well.
“Tiziano is our first delve into the indoor machine-made category, and the reason was strictly on a price point basis,” Blake Dennard, Kaleen senior vice president told RugNews.com. Tiziano is machine woven in Egypt of polypropylene, and will retail at $159 in a 5×8.
“As aggressive as we are on the handmade side, we just won’t force that handmade product into a $199 retail. We definitely could do it, but it would be an inferior product, and we don’t want to introduce an inferior product. Tiziano enables us to get into a price category we weren’t in before – it opens the door,” Dennard explained, noting that the company is looking to expand its machine-made business over the next few months.
“A shift from handmade to machine-made rugs has been an issue for some suppliers, but with our own manufacturing
in India, Kaleen is committed to the handmade rug business. We can bring a 5×8 handmade rug in wool to market that
will retail for $299 to $399. We’re still very much committed to that handmade side of the business and will continue to grow that. But he points out that the company is now close to eight times larger than it was four years ago, achieving 20 to 30 percent increases each year. “When you get to that point, you have to look for areas to expand into, and we see this lower price category as a big market that we can grasp to continue those big growth rates.”