Capel gets feel for felt rugs
Cecile Corral -- Casual Living, April 15, 2002
Soft and colorful felt rugs that are handmade and imported from India make up the latest new category for Capel this market.
These rare felt offerings, one of the few such collections currently in the marketplace, are available in two constructions — 100 percent wool felt for higher-end consumers and wool felt blends targeting mid-tier retailers.
"The strategy for this line this market is to give a good idea of where this category can go," Kea Capel, director of marketing and creative services, told HTT. "This market presents an opportunity for us to create this line exclusively for major private label accounts. Everybody is looking to take their bedding coordinates a little further, and these rugs are the perfect vehicle for that."
Designs range from seasonal to whimsical to juvenile to traditional for use in the bedroom, bathroom and other comfort zones of the home. Each is made up of about five styles. All of the current available designs were created by artist Carter Kaffury, who works with Capel on designs for a variety of lines.
Price points vary, based on construction and detail in the handiwork. A 2' x 3' is set at $34, and a 5' x 8' is set at $199. Sizes range from 2' x 3' to roomsize dimensions.
Capel already produces 60 percent of its product line in India. "For this new felt collection we forged new relationships with two different suppliers," said Kea Capel. "Sourcing and quantity will not be a problem for us in supplying these rugs."