The 100% wool area rug line from Harounian Rugs International (HRI) is now available in a wider range of prices and with a higher quality thanks to a new power-loom construction built in Belgium that is intended to mimic its handwoven equivalents.
Since its founding in 2016, HRI’s machine-made rug division has provided a variety of design-driven goods that enable mass to mid-tier clients to achieve good-to-better retails. According to Lee Harounian, president of the firm, the market has responded well to the mix’s depth and breadth.
He said to HTT, “At this time, sales of machine-made rugs account for over 30% of our overall sales.” “We don’t conduct internet sales. Rather, we serve a variety of clientele and provide private label services, both of which are significant economic drivers. Particularly in the top end of the market, our machine-made rugs continue to sell extremely well and perform quite well in retail settings.
Building on that trend, HRI is expanding the category’s reach with a new collection that ranges in price from $499 to $649 for a 5′-by-8′ size, which is at the top of the company’s machine-made quality pricing range.
That is over 60% more than its second “best” collection, which consists of a series of extremely densely woven polyester and acrylic rugs from Turkey that are intended to retail for roughly $399.
This season’s new upstairs offering includes two pile styles made entirely of wool with Persian motifs and handwoven-inspired structures:
- Antique: high-density design with traditional color schemes and Sarouk, Heriz, and Kashan patterns;
- Bella: Soft, contemporary color schemes with Tabriz, Nain, and Isfahan patterns combined with medium-density construction
On the other end of the HRI spectrum, the business is likewise expanding the range of solutions available to middle-class consumers. The two headliners are both made in Turkey and feature 350,000- to 500,000-point constructions:
- Kazak: composed of polyester and featuring classic hues and typical Persin motifs;
- Harmonic: Featuring transitional and modern styles, this combination of polyester and polypropylene is made.
The range of retail prices is $199 to $299.
Between Sixth and Seventh Avenues, at 104 W. 29 St., is where you can find HRI’s showroom in New York City.
