By Jennifer Quail
HIGH POINT, N.C.—Plowing ahead with its goal of being a multi-category destination for retailers, Surya showed a lengthy list of new licenses at High Point Market last month and has plans for expansion into new categories in the near future.
The new collections target a variety of demographics and decorative tastes, including teens and tweens. Among them are lines from Bob Mackie and B. Smith, as well as Amy Butler, known for her bold fabric designs; and Jill Rosenwald, known for decorative ceramics. Also new here are rugs under the banner of teen magazines Cosmo Girl and Seventeen, with three qualities available—printed nylon, hand-tufted poly-acrylic and printed dhurries—all of which have a suggested retail of under $199 for an approximate 5-by-8 feet. Surya also holds the license for the Cabana Joe line of rugs, which had a soft opening at Las Vegas Market.
Smith told HFN the idea of a complete offering is one of the things that attracted her to Surya. Her line begins with two collections. Seth King, vice president of business development at Surya, said the pieces were “literally designed from her fabric swatches” and intended to create a direct correlation among both her products and other accessories.
The varied designers were selected for their natural ability to appeal to different consumers, the company said. Rosenwald, for example, is known for her stylish sensibility, Butler’s designs have a strong global influence and Mackie has long been known for bold and colorful designs.
With those new collections came the expansion of the company’s roster of pillows, throws and wall art as well, all designed to coordinate with its ongoing rug programs.
“We’re really happy with how it’s all coming along,” King said. “We’re able to present color stories with specific design themes or styles and round them out with the art assortment.”
The company’s new catalog features the rugs and additional products grouped into themed vignettes to show buyers the possibilities just within the company’s own product line.
Jeff Gonzålez, national vice president of sales for Surya, said the idea of purchasing a coordinated group of products was proving a hit among the company’s customers.
“The buyers are looking at it all and saying ‘Great, you’ve done the work for me,’” Gonzålez said. “Plus, they can turn around and offer it for a packaged price.”
Next up for Surya are lighting and tabletop items, scheduled for launch at October High Point, King said.
