Amity Home’s product expansion plans for 2020 are, well, “natural.” With luxury bedding and broad offering of home textiles accessories at its core, the company is making room in January during winter market season for the introduction of a new category: Area rugs. The inaugural program encompasses 20+ styles – all in natural fibres of wool and/or jute, with viscose highlights. Constructions include hand loomed and hand knotted.
“We pride ourselves on being a one-stop-shop for textiles in the bedroom category offering luxury top of bed, fills, curtain panels as well as accent pillows and throws,” Ben Chhabra, President said. “The plane we were missing was the floor, the first place one’s feet hit when they tear themselves from a luxurious bed in the morning.” The area rug category poses adjacent business opportunities for Amity Home, he added, as the category continues to trend broadly at retail.
“Design wise, the floor is a large surface area and as wall-to-wall continues to go to hard surface, area rugs are frequently placed partially under or adjacent to the bedding we are providing. By adding rugs, we can help our customers ensure all the textiles within the setting resonate.” To that end, Amity Home’s new rugs are designed to “align perfectly… in colour and motif” with its bedding and accessories.
“Neutrals from ivory to asphalt are the foundation for layers of sophisticated colour pops and pattern,” he said. “As with our bedding, we focused on natural materials in interesting textures with an impeccable quality story at a great value. With a strong design team, and on-the-ground resources in India, it was a no-brainer next step for us.” The launch will begin at the Atlanta International Gift, Home Furnishings and Rug Market, Jan. 14-21, followed by the Las Vegas Market, Jan. 26-30.
