STOLEN RUG

Luxe also stocks area rugs in three standard sizes, and can cut custom sizes and shapes (within 50-foot long and 15-foot wide dimensions).

To maintain the integrity of the product and protect it from online erosion, all Luxe products are restricted to upscale brick-and-mortar retailers, interior designers and decorators.

“We’ve been working for a few years on developing Luxe, and we’re happy to have now achieved our goal in making it a special program for discerning rug and broadloom shoppers,” Rathi added.

Also innovating but around area rugs is Mohawk Home, with “new technologies and constructions, strong brand partnerships, and other initiatives that really elevate the value proposition,” said Bart Hill, senior vice president. The problem remains around stunted pricing, he noted.

“This industry tends to push price points down, and that’s not sustainable for anyone,” Hill continued. “We’re constantly figuring out ways to enhance quality standards so that our prices are sustainable for our business and fair for our customers.”