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ORIENTAL WEAVERS: INNOVATES.(Oriental Weavers of America)(Brief Article)

Home Textiles Today

| July 23, 2001 | COPYRIGHT 2001 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

FRESH STYLING, CHIC COLORATIONS AND CREATIVE CONSTRUCTIONS KEY TO SUCCESS FOR MACHINE-MADE RUG MAKER

DALTON, Ga.-- Design and product innovation have ignited sales growth in area and accent rugs, and Oriental Weavers of America has been a pioneer in developing new fashions for the floor.

"Our styling and colorations make us special in the marketplace," points out Paul D'huyvetter, senior vice president, Oriental Weavers. "We've been a leader in terms of fashion, because we start with color and design--these are the most important qualities of our products. The rug business is a fashion business, and it is becoming more fashion-driven all the time.

"We are style and market-driven, not price-point-driven," D'huyvetter continues. "We don't try to develop a line for a specific price point; we develop a beautiful, high-quality product, and then work backwards to the price."

Oriental Weavers focuses on the middle to high-end of the machine-made rug market, and is constantly developing interesting and original products. "We introduce new products on a monthly basis," D'huyvetter says. "We are constantly working to stay ahead of the trends. We have a reputation as a cutting-edge fashion supplier, and we work very hard to maintain that reputation."

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