Affordability good, desirability better
With the cost of living crisis leading every news bulletin, the flooring industry needs go think long and hard about price, right?
Wrong! Our review this month of the man-made carpet market says it’s not all about the money – it’s about the desirability and quality of products to secure whatever sales opportunities do exist out there.
Abingdon Flooring
provides man-made carpets with the value to satisfy a broad line-up of budgets, but Charlotte Coop, head of marketing suggests it’s not always a case of ‘price first’ when it comes to deciding.
“At one end
of the market there is certainly a need to consider
price above all else, but there is also a large part where price
is just one in a number of other reasons to buy,”
“At one end of the market there is certainly a need to consider price above all else, but there is also a large part where price is just one in a number of other reasons to buy,” says Charlotte. “Our polypropylene and polyester fibre carpets – found in StainFree and Love Story – give great value options and features at a wide range of price points, so customers can find an ideal fit for their budget.
“But we’re also focused on making sure they can also find their perfect style, whether that’s a classic shade of beige or grey, or something altogether different with a more colourful choice,” she says. “In fact, as we see colour making a strong return to interiors there’s certainly a chance for retailers to benefit from our latest introductions like StainFree Caress and Finesse, and Love Story Velveteer.”
Not only offering the everyday cleanability and liveability that many homeowners need at different price points, carpets like these also enjoy extraordinary colour choice, so that consumers can find their perfect style.
Associated Weavers has delivered a highly desirable brand of man-made carpets right on cue for 2022 to tempt consumers to invest in state-of-the-art new carpets. This is the Gaia brand, made from 100% virgin pile polyester – the fibre for the optimum balance between appearance, comfort and performance, or what the Invictus people describe as “brilliant carpet with a natural touch.”
The brilliance comes from the excellent colour fastness of polyester which holds colour well and offers a rich lustre. Gaia comes in four ranges – Dorado, Ganges, Indus and Tigris, each with 14 fashionable colours.
The natural touch comes from the inherent, alluring softness of polyester which has been cleverly engineered by AW for maximum appeal and comfort. But the softness belies its robust performance and it can even be cleaned with diluted bleach.
Moreover, Gaia carpet has an ECO FusionBac textile back, made from 100% recycled PET plastic bottles.
“Associated Weavers has delivered a highly desirable brand
of man-made carpets right on cue for 2022 to tempt consumers
to invest in state-of-the-art new carpets.”
Cormar has also gone down the colourful route to attracting consumers by makingthe ever-popular Apollo Plus range even more attractive with some bold and brand new options.
“Cormar has also gone down the colourful route to attracting consumers by making the ever-popular Apollo Plus range even
more attractive with some bold and brand new options.”
First launched in 2010 and a best-seller ever since, the Apollo Plus range adds nine new colours including statement reds and steel blues to extend the appeal for consumers seeking to introduce a practical, yet stylish carpet into their home.
The range will now be available in an extensive palette of 22 heather and plain shades and is made from 100% Excellon Polypropylene. It’s bleach cleanable and has a 10-year stain and wear warranty,
David Cormack, Marketing Director at Cormar Carpet Company said: “Having had such a great reaction to our Apollo range since it first launched in 2010, we’re excited to be introducing even more colour options to this enduringly popular range.
“Apollo Plus is suitable for use all around the home and those looking for an affordable carpet that is both hard-wearing and stylish. It ticks all the boxes and with the new colour additions, we are confident the range will remain a firm favourite for years to come.”
With its 14mm pile height and 1700grm pile weight, Devotion has quickly become a firm favourite from Betap.
A solid “greatest hits” colour bank of beiges and greys, paired with a modern appearance adds to the appeal. Stain resistance and bleach cleanability come as standard in this two ply polypropylene range. The added advantage of multiple widths ticks yet another box but it’s the handle and affordability that makes Devotion a most-wanted saxony in this popular product group.
“A solid “greatest hits” colour bank of beiges and greys, paired
with a modern appearance adds to the appeal. Stain resistance
and bleach cleanability come as standard in this two ply polypropylene range.”
Developed using a yarn that has a lush handle yet keeps delivering on performance and at a price that retails under £20m2 is a real achievement. When it comes to man made tufted carpet it seems the Dutch manufacturer keeps conjuring up rabbits out of hats.
Something for everyone - man-made packages
that cover all the price points
Hugh Mackay
Carpets made it easy for retailers to get their
man-made mix right with the introduction this year of its “Q by Hugh” concept.
The logic was to pull together a package of the company’s most popular man-made products with lots of choice from plains to plaids, stripes to animal prints, that all fit on one tombola – a small footprint in store with a big impact.
"We’ve taken a really fresh approach in a modern/retro style
that makes a statement to a younger audience,” says Keith Morgan of Hugh Mackay, “and this will get noticed in a retailer as something really different.”
In time for the peak selling season, Q by Hugh has just launched the absolutely on trend Prestige collection, a carpet with a premium feel at an affordable price. It comes in two qualities and a comprehensive selection of 16 contemporary shades – and it is so family friendly with bleach clean ability, a lifetime state warranty and a 10-year wear warranty.
Another all-in-one concept for retailers is Headlam’s exclusive Everyroom brand - a new, price-competitive package that responds directly to the cost-of-living crisis.
The brand comprises 18 ranges – 16 carpet offers and two vinyl floors – carefully curated to offer affordable quality at a range of price points. The average retail price of the carpet ranges is about £17 per square metre but trade prices start at £3.58 per m2 for rolls and £4.19 per m2 for cuts.
“Headlam is delighted to be able to offer our customers a new
and competitively priced product collection under the
exclusive Everyroom brand,”
says Chris Payne, Headlam CEO. “Everyroom will help our customers to secure sales, particularly at a time when consumers are more cost-conscious.“
There’s a new, dedicated website where consumers can order up to five samples online and be directed to retailers, and free lecterns are being offered to the trade to host the collection.
FOR MORE INFORMATION
Abingdon flooring • 01274 655 694 www.abingdonflooring.co.uk
Associated Weavers • 01422 431100
www.associatedweavers.net
Betap • +31 383 861 060 •
www.betap.com
Cormar • 01204 881234 • www.cormarcarpets.co.uk
HEADLAM • customer.experience@headlam.com
www.every-room.co.uk
HUGH MACKAY • 01429 892555 •
www.hughmackay.co.uk
