T.M. Nuckols, president of The Dixie Group (TDG) residential division, announced the rebranding of the company’s decorative segment product lines. Masland Wool is being rebranded to 1866 by Masland. Fabrica Wool is being rebranded to Décor by Fabrica. Len Andolino, vice president - decorative division, who joined TDG in February of this year, will lead the company's marketing, merchandising, and product development efforts in each of these new brands.
TDG entered the high-end decorative business segment in 2007 with a handful of imports in both broadloom and area rugs plus some internally tufted wool styles. In July 2013, TDG purchased Robertex, a Calhoun, Georgia- based wool manufacturer, to grow the business further.
“We have a great foundation of products to date," Andolino said. "The fact that we are the largest American-based manufacturer of tufted wool will set us apart from our competition as we start to import heavily from around the world. We will no longer be just offering wool, although wool will continue to be our main fiber. We will now be adding new constructions and fibers to our assortment through our expanding global supply chain partners."
TDG said the additional product assortment furthers the company's commitment to the category.
The 1866 by Masland brand references the year C.H. Masland & Sons was founded 155 years ago. "This nod to our long heritage will set the stage to showcase our company as the 'Founders of Fashion' in the flooring industry," Andolino explained.
Décor by Fabrica was created to highlight product excellence with a focus on high fashion for the decorative market. "Both Masland and Fabrica are highly respected brands known throughout our industry as fashion leaders," Andolino said. "It was important to integrate both names into these two new brands."
Both brands will have distinct product assortments with their own merchandising for the dealer network. The Masland and Fabrica territory managers will be showing the newest styles and merchandising options in the near term, and Surfaces 2022 will be the official launch of both new brands, the company said.
For more information, visit thedixiegroup.com.