Demand-Driven Design: Nourison Rugs

Nourilon. Opulon. Woolsoft.

What are they?

They are just some of the proprietary blended yarns, made of polypropylene and acrylic, produced for use in Nourison broadloom carpeting, Nourison rugs, and Nourison runners. They have the appearance, texture, and stain resistance of the finest woolen carpet yarns, yet the Nourison rugs containing them are surprisingly inexpensive.

And they are just a few of the carpeting innovations which Nourison, Inc. has introduced since it was founded, in 1980, as Noury & Sons, Inc., by Noury Peykar’s sons Paul, Edmund, Alex, and Steven. Built with an understanding, born from operating a Saddle Brook, New Jersey carpet store in the 1970’s, of the needs of rug and carpet retailers, Noury & Sons has metamorphosed into Nourison, the world’s premier importer, and manufacturer of, handmade area rugs.

Nourison has always prided itself--whether it be by developing synthetic fibers of a quality to compete with fine wool supplied from New Zealand sheep, or by standing apart from other carpet wholesalers who struggle to have ready supplies of imported rugs for their customers--on breaking away from the herds.

Because Nourison rugs are only sold through some 1700 Nourison-approved dealers worldwide, Nourison can focus its efforts on its manufacturing and import operations, keeping its more than sixty rug and carpet collections both fresh and readily available. Hand-hooked, hand-tufted, hand-woven, and hand-carved woolen Nourison rugs are produced in China, Pakistan, and India; beginning in 1999, Nourison introduced machine-made woolen Nourison rugs from China and the U.S.

Nourison’s success stems from its strategy of “programming” its collections of handmade Nourison rugs so that the rugs would be available on demand; in addition, Nourison rugs are noted for the wonderful way in which items from different collections, constructed of different fibers, can work together in the same decorating scheme.

And with sixty separate rug collections to choose from, in fact, Nourison’s dealers are almost certain to have just the rugs their customers are looking for.

Ranging from the woolen rugs of the Country Rooster collection, with their colorful roosters and Aubusson floral medallions done in petit-point stitching in shades of moss, paprika, Williamsburg blue, and chocolate, on backgrounds of black or straw, to the 2006 award-winning power-loomed, green-and-gold “Crackle” rug designed for Calvin Klein, with its suitability for both casual and formal decors, to Southwestern simplicity, to Persian exotic, to Oriental elegance, to hand-hooked, but washable accent rugs, there’s a Nourison area rug for every situation.

Nourison is even capable, for those who like the design from one rug and the border from another, of customizing a rug in the design, size and colors of their choosing.

And in 2002, Nourison introduced the first of its power-loomed broadloom collections, created in 100% wool, and accompanied by a selection of custom roll runners and coordinating area rugs. Those collections, as Nourison continues to expand its offerings, have now been joined by the Opulon and Woolsoft synthetic broadlooms produced from its Nourtex Mills division, and targeted at the value-oriented area rug and carpeting market.

Nourison’s strategy of listening to the demands of its dealers and their customers has kept the collections of Nourison rugs and carpeting new and exciting for over a quarter-of-a-century, and, judging from the reaction to their latest innovations, that record will continue for a long time to come!

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