58 Carpet&FlooringReviewJuly 2016

Marketing insights

Rug Innovation

Alternative Flooring’s Make Me A Rug onlinehas been redesigned and for the first timeoffers Quirky B pattern along with lots ofbrand new borders. This innovative servicehas a new video starring the Mad about theHouse interiors writer Kate Watson-Smythwho shows the five easy steps. Just choose adesign from award-winning natural and woolflooring collections, select a border style, picka border, add your dimensions and see yourfinished rug in a choice of different interiorsettings. There are thousands of fabulousflooring and border combinations withdesigns that are packed with pattern, textureand colour.

Decorating with rugs opens up a world ofpossibilities. Whether they speak softly orshout loudly, personalised rugs give you achance to be yourself, be alternative.

Barnscroft of Devon, one of the UK’s leadingsuppliers of sheepskin and cowhide rugs, haveseen a huge increase in demand for naturalproducts over the past three years. Theversatility of sheepskins makes them the idealsoft furnishing. Natural, beautiful andluxurious a Barnscroft sheepskin rug will adda touch of rustic warmth to any décorscheme and can transform a space, whetherused as a focal point in a classic sitting room,or as a throw to soften a contemporaryscheme. Barnscroft have also seen anincreased demand for cowhide rugs,

driven by the interest in the home interestmagazines, and are constantly expanding their Designer Bespoke cowhide rug range tomeet with this, a real opportunity to create astatement piece.

Belgian manufacturer Louis de Poortere hasspent the last two years perfecting itsversatile rug stable, the end result a range ofglittering credentials with seven collections toenhance any home setting.

From established collections such as Cameo, Fading World and Vintage to the new kids on theblock, Mad Menand Mosaiq, allbases are covered withcontemporary aswell as classicalvintage designs onshow. Also onoffer are theintricate SilverLining and boldBoBohemian,cotton mixes thatreaffirm Louis dePoortere’sposition as adedicated trend-ledmanufacturer.

Having exhibited at high-profile exhibitionsacross the continent, including 100% Designand Domotex Hannover, to great reaction,there has never been a better time toexplore the brand’s outstanding products and matching customer service. The sevenrug collections are all available in nineversatile stock sizes, meaning homeownerscan cover exactly the space they require instylist fashion.

With one of the widest selections of rugscurrently available in the UK, Flair Rugsprovides retailers with quick and easy access to

With an ability to instantly transform a room, it’s no wonderrugs continue to grow in popularity. More choice and greatercustomisation means there is no better time for consumers to create their perfect look.

Barnscroft of Devon, Sheepskin Rug

LDP, Fading World Aleppo Pepper

Make Me A Rug from Alternative Flooring

59July 2016from The Stocklists

Rita is Director of Bancmarketing Ltd and has over 25 years ofmarketing experience with a proven track record in both business

to business and business to consumer multi-channel marketing.

by Rita Bancroft

the latest in on-trend styles across a range ofbudgets. For 2016, Flair Rugs has added to itsportfolio, bringing more choice in new styles, aswell as size and colour additions to key sellers.

In the luxurious shaggy of Wisp to the inside/outside versatility of Decks and the delightfulwatercolour florals of Sommer, Flair presentssome key looks with brand new collections.

Existing lines too have been broadened, withthe striking Flame design now part of thevibrant Carnival range. The contemporarygeometrics of the Illusion collection have alsobeen given extra depth with two new designsin Abstract Blocks and Campari, while thehigh-quality hand-carved wool Textures rangehas a brand new design addition in Blocks,completing the season’s exciting updates.

Following the success of the initial launch lastautumn Ulster Carpets are further extendingtheir rug and runner service in the UK.Consumers will have the choice between avariety of Ulster axminster, wilton and looppile ranges which can be cut to custom sizesand bound with a selection of premium qualityedgings to create a bespoke rug or runner.

As with all Ulster products, quality and designis paramount. Regardless on the size of thepiece, Ulster designers will ensure that thepattern is always centralised and consumerswill have the opportunity to view and sign offa PDF of their final rug design before ordering.Thanks to the Ulster multi-width system,consumers will be paying for the amount ofcarpet required for their rug / runner with verylittle waste.

The sophisticated,top quality rugedgings come in a range of 47colours andtextures whichcompliment theUlster ranges toperfection.Consumers canuse the handyUlster guide tomatch their chosencarpet with a co-ordinating edgingor choose theirown style. Theborders arecarefully bound tothe carpet with

care and precision which is evident in thesmartly mitred corners.

This rug service opens up a new market toUlster by allowing consumers to enjoy theluxury of an Ulster floor covering without thecommitment or expense of carpeting anentire space. Since its launch last year, theservice has received exciting feedback in themarketplace and Ulster now plan to expandthis launch over the coming months.

Lano has unveiled its stunning new Xconcept, a collection of premium carpets andrugs that provide homeowners with uniquestyles that bring a luxury edge to classic andcontemporary interiors.

With the first generation displays exclusivelyfeaturing SmartStrand lines, September will seean update with the introduction of the finest inLano’s nylon, bamboo and wool lines. Enjoyingexceptional softness and offering longevity,these fibres are without doubt luxurious, butalso offer the homeowner unique looks and

performance features. From the lifetime stain-resistance and easy clean nature ofSmartStrand to the therapeutic properties ofbamboo and the beautiful silk-like quality ofnylon, the X collection presents choice, a majoradvantage against other luxury carpets.

Styles within The X collection can also becommissioned in beautiful bespoke-size arearugs, with two edge styles in Pure andElegance. With Pure, carpet edges are turnedover and the rug is backed with a non-slipand moisture-resistant underlay. In Elegance,rugs are finished with colour-matched ribbonand again a non-slip and moisture-resistantunderlay. The ribbon of Elegance is narrow fora ‘barely there’ look that’s instantly luxurious.

Ulster Carpets, Coordinated Rug Edgings

Velvet Dream Sand 450 from Lano

Carnival Flame Rust from Flair

For more information contact:

Alternative Flooring T: 01264 335111

www.alternativeflooring.comBarnscroft of Devon

T: 01404 851152 www. barnscroft.comFlair Rugs

T: 01457 850660 www.flairrugs.comLano

T: 0800 5266 5266 www.lano.comLouis de Poortere

www.louisdepoortere.comUlster Carpets

T: 028 3833 4433 www.ulstercarpets.com

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