Free Newsletter
ANDERSON, S.C. — Orian Rugs is welcoming a new addition in the new year. Palmetto Living represents Orian’s first sister brand, born to serve a specialty retail customer with a tailored line of products.
Brandon Culpepper, chief revenue officer, likened the company’s new brand strategy to automobile model tiers.
“It’s what Lexus is to Toyota,” he said. “We have introduced so much new product in the past year, and a lot of it is higher end from where Orian was in the past.”
Culpepper, who joined in January 2018 to help revamp the company and expand its product breadth and distribution, said recent enhancements in Orian’s product development — across fibers and constructions — demanded the new branding initiative.
“It’s a different market, a different group of customers who are buying it,” he continued. “We had to set some very clear MAP [minimum advertised price] pricing so that the value of the product protected.”
Palmetto Living, “has opened new doors for is to try new things,” he went on. “We’re testing new manufacturing concepts and new yarn systems going into 2019 for this customer set.”
One example is space-dyed polyester yarn, nylon “and even wool,” Culpepper said.
Riverstone is the brand’s first collection introduction. Made in a new yarn system based on soft polypropylene “that is almost as soft as microfiber, and a big innovation in yarn development,” Culpepper said, the rugs are made in the USA and feature transitional/contemporary patterns in neutral and metallic looks.
Palmetto Living caters to furniture and flooring retailers. Orian Rugs will continue to service national mass merchants and chains.
Orian Rugs is formally introducing the Palmetto Living brand at the winter markets, starting at the Atlanta AmericasMart, Jan. 9-13.
The official launch is set for Las Vegas Market, Jan. 27-31, at the company’s new and larger showroom in B-362.
“It has very high ceilings, which is perfect for us to be able to showcase 8-by-11 sizes,” he said.
