By Jennifer Quail
NEW YORK–Long a staple for kitchens and bathrooms, cotton rugs are gaining presence throughout the home, and insiders say it has a lot to do with the eco-friendly nature of the products.
Those in the business say the interest in cotton rugs is strong because cotton is easy to clean and maintain, and can also be recycled—a point of growing interest among today’s consumers.
“Eco-friendly products are more than a trend,” said Kevin Aylward, president of Prairie Rugs. “I call it a tsunami-like demand with consumers.” Aylward said while his Chindi rugs have “always been made in an environmentally responsible manner, the current green movement has heightened the interest.”
Company C, too, is receiving increasing inquiries regarding its cotton rugs, according to Kristi Lefebvre, marketing director for the company. “Some people like the cotton rugs because there is no latex backing,” she said, noting “Others prefer the natural qualities of cotton.”
That interest extends to merchandising as well, but it was said consumers do generally have a certain level of understanding regarding the material’s natural qualities.
“We have always promoted the recycled nature of our cotton rugs in our merchandising,” said Renee Ringstad, vice president of merchandising for Homefires. Ringstad said the company hasn’t seen a need for widespread promotion of cotton’s “natural quality,” but added Homefires has, in the making of area rugs, “promoted the natural-looking color that can be achieved by using cotton fibers rather than wool or acrylic.”
Cotton’s ability to really absorb and show true color remains a finer point for the product.
Many noted higher sales for the lighter-weight cotton product in warmer months, as well as strong year-round sales in warmer climates, such as Florida, Hawaii and California. It’s here, in particular, where usage throughout the home gains popularity, with smaller sizes still a top choice for kitchens and bathrooms. But larger pieces are finding places in porches and sunrooms, hallways, children’s rooms and even living rooms.
Executives believe they have a strong product for facing a stressed economy as they are dealing often with lower price points, smaller sizes, varied usage and key eco-friendly quality.
“I believe that accent rugs will continue to see strong sales, even in a down economy,” Ringstad said. “Because of the lower price points, consumers can still afford to make decorative changes to their rooms with accent rugs.”