It’s been a busy year for Len Andolino. The vice president of the decorative division for The Dixie Group, who joined the company one year ago, was charged with a major undertaking: rebranding the company’s decorative segment product lines.
When he joined the company in February 2021, Andolino brought more than 35 years of experience to TDG, as well as strong product knowledge and business leadership in the high-end wool and decorative segment of the residential business. Over the past year, he’s been responsible for recreating the company’s wool and decorative product portfolio and is working closely with its sales organization to drive significant growth in this segment. The goal: to pave the way for sustainable and profitable long-term growth through the high-end retail and designer channels.
The result of his efforts over the last 12 months are two new brands: 1866 by Masland, formerly Masland Wool, and Décor by Fabrica, formerly Fabrica Wool. 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.
The 1866 by Masland brand references the year C.H. Masland & Sons was founded 155 years ago.
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."
TDG entered the high-end decorative business segment in 2007 with a handful of imports in 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."
These supply chain partners come around the world, most notably from the Middle East and Southeast Asia. Even during the pandemic, Andolino braved planes, trains and automobiles to visit with his longtime suppliers, who have become friends.
“I cannot get excited about beige carpet,” Andolino said, explaining his passion for sourcing product.
The new product assortment is a designer’s dream. The carpets are made of New Zealand wool, chosen for its ability to a pure white yarn, or high-quality man-made fibers. The designs are intended to work together, allowing designers to pull together an entire home of coordinated styles. “So much of what these two brands is how the products work together,” Andolino said. “I can’t do that by showing one sample.”
To demonstrate the scope of the collections to Masland and Fabrica territory managers and customers, Andolino launched a two-week road trip across the country in December that previewed the newest styles and merchandising options. Surfaces 2022 will be the official launch of both new brands.
“In this end of the business, the staircase of a spectacular home is the focal point,” Andolino said. “We will encourage our customers to send us images of their installations to help showcase their creativity.
If you play with these product lines, I guarantee that you will find there is no way you can do this without getting involved.”
See the complete story in the February issue of Floor Trends eMagazine, publishing February 1. Subscribe today!
