AT THE MARKET— Most buyers visiting High Point Market this week know at least a little about rug producers Nourison and Surya.

They might not know as much about Nico Home and Artistic Weavers.

The rug majors introduced their sister brands at this market as a way to show larger furniture retailers there’s value in a well-organized rug department with prices that appeal to large segments of consumers. Representatives from both brands say that message has been received loud and clear this week.

Artistic Weavers, Surya’s sister brand which soft-launched late last year, has its own showroom at Market Square 212 with an array of rugs and pillows. Lauren Poole, a designer for the Calhoun, Ga.-based producer, said the brand was launched with a clearly defined target market.

“We’re targeting Millennials and that younger market,” Poole said. “We want to be trendy and fashion-forward, but at the same time, we don’t want our customer base to have to break the bank. I feel like we can do high-quality, hand-made products for less.”

At this market, Artistic Weavers has a number of graphic rugs in trendy black and white as well as in pastel shades, in addition to items that take design cues from Scandinavian and Chinoiserie influences.

Those designs have been on point, says Erin Malloy, e-commerce manager.

“They love our rug designs,” she said. “They’re excited that we have our low price points. They say they’re missing that in their stores or their websites.”

A 5 by 8 hand-tufted or machine-made rug retails for $349 and under and pillows that retail for $29 or less. Malloy said she felt that helps solve a problem of affordability in the rug market.

“I think at the low price point, there’s a miss as far as great constructions,” Malloy said. “I think there’s a lot missing in wool and things like that so I think we’re hitting that price point with the great quality.”

Nico Home, which is making its debut this market from Nourison, was created with Middle America and middle class price points in mind. Parent company Nourison has some 2 million rugs in stock at all times, representing about 90% of its inventory, so style with a quick turnaround is part of the company’s selling story here. Tommy Leflein, vice president of Nico Home, said that story is being heard clearly.

“We’ve had a lot of retailers coming in and they love it. They love the idea that we’re bringing out a line that’s geared toward the furniture retailer, and they like the price points,” Leflein said. “It’s a tremendous value. They’re looking at the line and thinking value, price point, quick delivery. They can get the merchandise within 24 hours assuming it’s in stock, or two days if it’s not.”

Leflein said through the early portion of market, he’s already received interest from a couple of Top 100 companies who indicated they will be doing business with Nico Home soon.

He said Nico Home, which shares the International Home Furnishings C-100 space with Nourison, is designed to strengthen a retailer’s rug department, no matter how strong it is, because of its scope — some 600 SKUs — and its ability to sell. Retail prices start at $199 for a 5 by 8 rug.

“We’re filling a need because we’re not duplicating what people already have. We’re enhancing it,” Leflein said. “I think that’s the strength of our line — we don’t look like anybody else. If you’re happy with what you already have, we can make you happier. We can complement what you already have.”