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SUPPLIERS OFFER PRODUCT WITH FLAIR AND INGENUITY; MERCHANDISE AND PROMOTION GO HIGH-TECH AND FASHION-FORWARD.

NEW YORK-While it is true that most broadloom or wall-to-wall carpet sold in the United States is solid colored -- often a shade of beige -- it is also true that suppliers are offering more choices than ever. More patterned product is available than ever and colorations range from neutral to dramatic.

And manufacturers are also becoming more sophisticated in how they reach their customers. Sutton Mills, a Shaw Industries division, has been building a name as a supplier of sophisticated broadloom in a range of constructions and fiber types. It has recently created a Web site -- www.couturebysutton.com -- to promote its fashion-forward Couture Collection. The site is easily navigated, allowing the consumer to choose by clicking on key areas. From identifying their own personal style in Latest in Style, to previewing how any Couture product will look in a typical room setting in Couture Floor Fashion, to learning about maintenance and finding a local dealer, the Web site offers a friendly and simple solution to finding the right carpet style.

Some of the latest broadloom fashions available this fall include the following.

Silver Creek, a division of Bloomsburg Carpet based in Bloomsburg, Penn., weaves Shelby in a Wilton construction designed to perform equally well in a residential or commercial environment. A multicolor floral pattern is randomly arranged on a solid level-loop field of black or ivory. Branded by Wools of New Zealand, this wool broadloom features a natural jute backing and has passed over 20 tests related to fiber content, appearance retention, color fastness and environmental performance.

Louis De Poortere likewise weaves its new wool carpet styles, Damask and Versailles, on Wilton looms in Belgium. Also branded by Wools of New Zealand, Damask draws inspiration from fabrics and wallcoverings -- an all-over pattern that is available in six two-tone colorations. Available with one natural-colored field that is accented in five choices of jewel-tones, these styles are rated for residential or light commercial use.

Bellagio is woven on Wilton looms by Unique Carpets, based in Ontario, Cal. Featuring delicate vines in a petit-point loop, this 100 percent wool style is available in six colorations. Bellagio shares its color palette with Villa D'Este and both styles are complemented by an optional seven-inch floral border. These styles are branded Wools of New Zealand products.

Royal Dutch Carpets, a division of Stanton Carpet Corp., headquartered in Syosset, N.Y., with manufacturing in Dalton, Ga., recently launched a collection of five tufted-wool and wool-blend styles in rich earth tones. In all wool constructions, Fresco is a heavy construction with an accented block pattern; Pointview spotlights pin dots in alternating colors; and Marakesh is a tufted parquet pattern. Times Square and Herald Square -- with a unique fiber blend of 10 percent wool, 10 percent sisal and 80 percent polypropylene -- feature related geometric patterns.
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Comment:SUPPLIERS OFFER PRODUCT WITH FLAIR AND INGENUITY; MERCHANDISE AND PROMOTION GO HIGH-TECH AND FASHION-FORWARD.
Author:Herlihy, Janet
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Geographic Code:1USA
Date:Nov 15, 1999
Words:466
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