Nuloom Continues To Bloom

From its New Vision collection, this design is made in India of 100 percent New Zealand wool with viscose accents. nuloom.com

From its New Vision collection, this design is made in India of 100 percent New Zealand wool with viscose accents. nuloom.com

Only three years old, Nuloom continues to focus its business on the Internet, which accounts for more than 40 percent of business, said Nicole Mousave, CEO.

“We’re not after brick-and-mortar stores,” said Mousave. “Our intent is to cater to online retailers—that’s why that number is so high. We don’t go to 900 stores.”

And the company also sees that its customers’ tastes change rapidly. “Their need for a specific design does not last long,” she said. “In that we are more like the apparel industry than home decor.”

Among its new items are graphic, modern rug designs, including its New Vision collection, which is made in India of 100 percent New Zealand wool with viscose accents.

“The Internet is a great place to find hard-to-find things,” she said, including more unusual rugs such as crochet, leather and felted items. “You will not find much selection in stores.”

Members-only retailers are like catalogs, she added. “There’s an editorial process in selecting rugs.” Her company has worked with those sites since its beginning, as these types of sites are “essential for a young company like Nuloom,” she said. “It has exposed Nuloom to thousands more consumers than if we were in 10,000 stores nationwide.”