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From Home Furnishing Business

Emma Gardner Launches New Merchandising Program

Contemporary rug vendor Emma Gardner Design is rolling out a customer-focused merchandising program to help retailers tell a story on the sales floor and showcase Emma Gardner’s designs in new, compelling ways.

In addition, the company has expanded its national presence, opening five new showrooms, now totaling 49 throughout the U.S.

In an effort to help designers and clients better shop for rugs and find a style that fits the look they want to achieve, EGD has created 17 unique marketing brochures based on various motifs, themes and color ways. 

“Oftentimes, designers shop a showroom to find a rug that will help pull off a particular look,” said Emma Gardner, principal and creative director. “They might be working on a Moroccan-themed bedroom or an entire home with a neutral color palette and want to see all their options laid out in one place. With these brochures, we’re helping our vendors offer styles that they might not otherwise consider, such as our Palace design for a Moroccan look.”

For the merchandising campaign, EGD took its cue from design libraries across the country and Pinterest pages across the Web, incorporating how designers organize their fabrics, textiles, tiles and rug samples into the marketing pieces. The merchandising program is available to all accounts and includes the color ways: Blues, Browns, Greens, Greys, Pinks and Oranges, and Natural, as well as various motifs: Abstract, Artists, Art Nouveau, Craftsman Modern, Fish, Flowers, Geometric, Moroccan, Stripes, Tropical, and Water. EGD will continue to produce new themed brochures throughout the year.

New showrooms include: Flooring Innovations in the Cathedral City, Calif.; Boxwood Interiors in Houston; Atlanta Decorative Arts Center in Atlanta; Eatman’s Carpet and Interiors in Raleigh, N.C.; and Designer Rugs in Oklahoma City.

“The rug market is highly competitive and the rug shopping experience can be overwhelming,” said Patrick McDarrah, president of Emma Gardner Design. “By merchandising our rugs in a more story-telling way and with a system that designers employ in their own design libraries, we are giving our vendors a tool to better service their customers and drive sales.”

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