Consumer demand for high-end carpet is on the rise. A recent industry report stated that growing consumer interest in interior decoration along with an increase in disposable income is driving growth in the market. Floor Trends takes a closer look at trends in the market and how flooring companies are marketing luxury carpet products to high-end consumers.
Plush & Patterned
According to an industry report from Reports and Data, ultra-soft carpeting has witnessed a surge in demand in the residential sector, as homeowners are showing more interest in interior decoration and comfort.
“High-end carpet is thriving because of the wide variety of products available today,” said Dan Phelan, vice president, marketing/residential, Dixie Group. “Thanks to advancements in tufting and the creative genius of designers, there are so many options available in carpet today. Beautiful patterns, loops, and tip shears. And coloration options have increased with dye variants and solution dyed yarns. Product development teams have used this tool kit of yarns and tufting technology to create a tremendous assortment of styles, designs, and qualities to fit every taste.”
Installation of plush carpeting creates an inviting, physically comfortable environment, enhancing the interior décor and aesthetic appeal of the home.
“We are continuously seeing demand for softer, plusher styles from high-end consumers,” said Teresa Tran, director of residential soft surface portfolio management at Shaw Floors. “As carpet continues to account for less and less flooring in a home, we are seeing a trend in consumers choosing higher-end styles in the spaces they are selecting carpet for, such as bedrooms and offices.”
These consumers are also drawn to patterned carpets that make a statement.
“One category we are seeing a lot of activity in is the multi-color pattern category,” said Phelan. “These can be true multi-color styles using solution dyed yarns, tonal colorations using dye variants, or unique striated looks from special yarn processing. And they can be large scale or small scale, geometric or abstract. We are seeing success throughout this category.”
Monty Rathi, owner of Kaleen, also said carpeting with high-contrast colors and patterns is a popular trend amongst consumers.
“As far as patterns go, we see a lot of herringbone, stripes and geometric shapes,” said Rathi. “It all depends on the customer’s vision and where they want to have [the carpet] installed in their home.”
Durable, Tufted & Woven
In response to the rising consumer demand for high-end carpet, flooring manufacturers are promoting more visually appealing, luxurious carpeting that is durable and stain-resistant.
“The biggest trends we are seeing in the high-end carpet market is a desire for shorter lead times for custom product, and luxury performance fibers that are durable enough to clean red wine and pet urine from,” said Chad Stark, senior vice president of Stark Carpet, a company that offers a wide assortment of high-end carpets and rugs including hand-tufted, broadloom, wool and silk.
According to Reports and Data, tufted carpets and rugs are forecasted to hold a market share of 32.1% in the year 2026. Due to its quick and easy manufacturing process and reasonable pricing, tufted carpeting has highly proliferated the market. It is also suitable for all type of yarns and can be made in a variety of finishes.
“Karastan offers only premium fibers: wool, Smart Strand and Cashmere nylon,” said Bill Storey, senior vice president of sales, Karastan. “We are also one of the few manufacturers in tufts and weaves.”
Woven carpets and rugs are forecasted to grow with the highest compound annual growth rate of 5.1 percent, as woven carpets have less wastage than any other materials, the report states. In addition, woven carpets and rugs offer designers, architects and consumers a significant advantage over other materials in terms of performance, aesthetics and value.
Opportunities in the Market
Rising interests in interior decoration along with the proliferation of social media are significantly contributing to growth in the market, says Reports and Data. As more homeowners are looking to replace older and/or worn carpets with newer, high-quality options, there is opportunity for flooring companies to market to high-end consumers.
Tran says reaching luxury customers can be a challenge because they have larger budgets and unlimited flooring options; however, Shaw’s unique approach to design has allowed the company to market its products in a way that meets high-end consumers’ unique preferences.
“We know that style and design is paramount for high-end consumers,” said Tran. “The Shaw Floors product design team is committed to color, style and design leadership through extensive and immersive research that led to the development of five design themes and a complete, coordinating palette of five colors to support product launches for the year.”
In addition to interior design partners, Stark utilizes social media, shelter publications and select online marketplaces to get the company’s products in front of high-end consumers. Stark also says creating and distributing content that educates consumers on what separates luxury carpeting from less expensive alternatives is a good way to reach high-end consumers.
“There needs to be more storytelling about the craftsmanship and artistry of the true high-end products,” he said. “The Internet is great at selling images, and companies who create lower-quality items are investing more in photography and making their items look higher-end online.”
All in all, marketing to high-end consumers is all about providing a unique, quality experience, Stark continues. “Luxury consumers want something their neighbor will never have that is personalized to their lifestyle. Continuously providing custom, durable products with lead times under eight weeks is a huge opportunity for growth in the market.”