Surya is keeping pace with the rug industry’s rapid rate of innovation across handmade and machine-made rugs. At the High Point Market, the company introduced an ample assortment of area rugs across both categories, each with a variety of new constructions. “As machine-mades continue to improve and innovate, it puts pressure on the hand-knotted category to be more creative,” said Lynne Meredith, vice president of product development. “So we’re developing new looks in hand knots that are much harder to replicate into machine mades.”
And yet at the same time, Surya is also evolving its machine-made offerings with new looks that aim to mimic hand-knotted and other handmade qualities.
The company’s Classic Nouveau is an example of a high-end collection featuring new technologies in dying. Hand-knotted of wool, it is specially woven to achieve a watercolor look. Gorgeous is another new hand-knotted, but it is made in India entirely of viscose. It has been sheered and fringed to achieve an heirloom-inspired look but depicts updated traditional patterns for more modern tastes.
Festival is the all-wool counterpart to Gorgeous. And also for the upstairs market, Ethereal is a new Soumak weave, made of un-dyed wool to highlight the natural shades of varying sheep’s wool shades.
For the other side of the spectrum, Surya has developed several new and more mass-level collections.
“To the untrained eye,” the Mahal collection “looks like a hand-knot,” Meredith said. It is actually a machine-made polyester grouping constructed to appear like a vintage handmade wool rug.
Another such option is Basilica, Surya’s top-selling, machine-made collection. For market, the company has expanded its offering with 19 new colorways and designs, including small scale, multicolor geometrics and leaf patterns with a high-low pile.
There is also the new Moroccan Shag, a staple black-and-white grouping inspired by the Berber shags of Morocco but infused with pops of color.
“Hand-knots are important to designers today,” she said. “But they are also gravitating to [machine-made] looks for certain settings, like model homes. Designers are looking for more affordable options for these types of spaces.”