Ahead Of The Curve
By Wanda Jankowski

Nourison celebrates 30 years of success achieved by seeking out and innovatively filling voids in the rug market

Executives at Nourison’s helm today include (left to right) Alex Peykar, Joyce Lowe, Steven Peykar, Rita Karmiol, Gerard O’Keefe and Paul Peykar. One of the four founding brothers, Edmund, is retired.

Nourison’s Rug Boutique maximizes retailers’ floor space. Included in the under-20-square-foot display are area rug samples and lifestyle room set images for nearly 100 designs that represent more than 600 skus.

Though Nourison has adapted to changing times since its beginnings 30 years ago, the basic formula for its success has remained the same. After gaining experience in the home furnishings sector selling rugs and working for their father Noury’s drapery and upholstery business, in 1980 Peykar brothers—Alex, Steven, Edmund and Paul—created Nourison around the idea of filling voids not addressed by other importers. They supplied India-made, hand-knotted area rugs in colors and looks that didn’t previously exist in the market.

“One of our main business tactics then and today is always looking for products not being made by someone else,” says Nourison principal, Alex Peykar.

Over time, the brothers’ awareness of developments in the rug trade prompted them to change Nourison’s business model from an importer of hand-knotted rugs to a manufacturer of goods that yielded the best inventory turns for its retailers.

“One-of-a-kind rugs never produced much of a turn on inventory,” Peykar says.

Early in its existence, Nourison turned to China to have goods made, seeing the growth potential there. With the adoption of its new vertical growth model, the next logical step was ownership of its manufacturing facilities. Today, only about 10 percent of Nourison’s products are made in India.

“But they are not Chinese products,” Alex points out. “They are Nourison products that happen to be made in China. Nourison is U.S. owned, managed and operated.”

The brothers were ahead of the trend when it came to eco-friendly issues. “Ninety percent of our products are biodegradable wool. The dyes we use are safe and 15 years ago, we integrated a system that cleaned waste water in our facilities in China,” says Peykar.

Nourison entered the hospitality market several years ago, recommended to hotel managements through retailers and designers, but now it is going after clients directly. Peykar reports, “We kick-started it this year by adding new looms, among the most advanced in the world, to position us to cater to very high-end hotels.”

“By our timing, staying ahead of the curve when introducing new product and understanding our retailers, we have survived the recession intact,” says Peykar. “We create merchandising tools that link retailers’ investments with our inventory.” Nourison serves its retailers with what it claims is the world’s largest rug inventory.

Times change and Nourison keeps adapting by exploring the road less traveled. The company has had success with affordable novelty scatter rugs showcased in its N.Y. showroom. “Nourison has been known as a high-end company,” Peykar states, “but due to consumer demand for more affordable products, we are also introducing the value-driven Elements Collection at price points never before seen.”

Though only Edmund has retired, there are next-generation family members involved in the company, helping to keep its focus on staying ahead of the curve for the next 30 years.

Resources

• Nourison, 800-223-1110, nourison.com