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HIGH POINT — Loloi Rugs shared its marquee with more names at High Point.
The company had a brand bonanza at market with the launch of one new license partner and the expansion of three existing and growing programs, all of which first debuted with Loloi in 2016.
Stationery and lifestyle brand Rifle Paper Co. is Loloi’s newest addition to its portfolio “and different from anything we’ve done before,” said principal Cyrus Loloi.
Loloi brings to life the illustrations of Rifle Paper Co. co-founder and chief creative officer Anna Bond on a new line of rugs and decorative pillows, the brand’s first home furnishings categories after fabric.
Bond drew inspiration from antique Persian carpets, lush gardens and vintage patterns for the initial three collections:
• Les Fleurs, a soft, 100% wool collection handmade by artisans in India, and featuring a fresh take on florals with boldly colored and over-scaled motifs.
• Nairi, which is where “vintage meets modern” on a family of power-loomed polypropylene and polyester rugs made in Turkey.
• Palais, which features whimsical motifs and playful colors on its printed soft polyester rugs.
This season marks the second anniversary since Loloi and ED Ellen DeGeneres inked their licensing partnership. And as the brand continues to grow at retail, Loloi brought new offerings in the celebrity’s signature “warm and livable aesthetic,” Loloi said:
• Zagora, a 100% wool grouping hand-tufted by artisans in India in neutral and textural looks.
• Kopa, an assortment of linear patterns on a 100% wool hand-tufted construction.
• Abbot, a modern twist on a shag construction, hand-woven in India with variations of high and low piles.
Magnolia Home by Joanna Gaines, now into its second-and-a-half year with Loloi since launching, expanded with five new rug collections plus an assortment of new pillows and throws.
Crafted by Loloi in varying styles and materials, these new rugs additions include:
• Crew, which is hand-woven in India of 100% jute and is highlighted by distinct colors and crisp woven details.
• Kennedy, which is crafted with antique-inspired elements awash in a modern palette.
• Phillip, hand-woven in India of wool, polyester, cotton and rayon, the yarns are uniquely dyed to provide a striped effect and accented with small dots of color in varying shades.
• Ryeland, hooked of 100% wool and featuring medallions and floral motifs on a neutral landscape with textural and colorful details.
• Laine, which combines contemporary patterns with understated refinement on a hand-tufted wool and jute construction and finished with a generous wool fringe.
Also celebrating a second year are Loloi and designer Justina Blakeney. For this season, the collection grew with four new area rugs as well as several new decorative pillow design additions:
• The Caspia collection is a series of 100% polyester shag rugs that are hand-tufted by artisans in China. These rugs boast a silky soft texture and dimension defined by distinct pile height variation.
• Fante is a “transcendent and spiritual” collection that “breaks new ground,” Loloi said, with a powerful elephant motif as a focal point.
• Feroz inspires “wild décor” possibilities with its contemporary faux-tiger styles hooked of 100% wool by artisans in India.
• Symbology speaks to Blakeney’s modern and eclectic style with its playful design elements on contrasting pile heights and texture on its 100% wool hand-tufted construction.
