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Chandra Rugs Expands in Showplace
October 2,
2012 by in UnCategorized 
By Home Furnishings Business in Rugs on October 3, 2012
Rug vendor Chandra Rugs is moving its High Point Furniture Market showroom to a larger, permanent anchor space in Showplace.
The company, which specializes in handcrafted rugs in modern styles, will show in 11,551 square foot in Space 2402 of Showplace. The move is part of a major rebranding effort that Chandra initiated this year, said Ravi Tiwari, vice president.
We are updating all of our brand messaging--from logos to showrooms--to better reflect our companys identity as a leading source for hip, stylish, handcrafted rugs at very affordable price points, said Tiwari. Weve always been known for our high-design/high-value approach, but our new branding also now conveys the fresh, youthful energy of our designs.
Created with the help of an interior design consultancy in Atlanta, Chandras High Point showroom design will provide a great venue for showcasing the fast-growing companys line, Tiwari added. In our previous space, which was temporary, we could only show a portion of our products. This new space is much bigger and allows us to show our full range of styles and constructions."
According to Tiwari, Chandras new showroom is very warm and inviting, with a homey feel. It will feature numerous vignette concepts, point-of-sale materials and other merchandising tools that buyers can use in their own stores. The showroom also will feature new rug display racking systems.
During market, Chanda plans to add fresh designs to a variety of its rug collections, including new hand-tufted rugs in the $499 to $799 retail range using New Zealand wool. It also will show new Amy Butler and Thomas Paul designs.
In addition, Chandra is introducing a comprehensive pillow collection that includes models in modern styling.
Weve received a lot of requests from dealers to add new categories, said Tiwari. Were going to start with pillows and may add other accessories in the future.
Chandra plans to celebrate its new showroom with a grand-opening party during market, the date to be announced. In addition, the company will offer drinks and snacks from 3 to 5 p.m. daily.
We want our showroom to be a comfortable place for retailers and buyers to unwind and share ideas, said Tiwari.
In January, Chandra will roll out a new catalog and Web site reflecting its new brand identity.
Chandra Rugs new showroom shows a strong commitment to the High Point Market, said Julie Messner, vice president of leasing for International Market Centers. The addition of a permanent space provides a strong platform for future growth.