Desi gives modern interpretation of traditional rug design. (Photo provided by Couristan)
FORT LEE, N.J. – On the brink of its centennial anniversary, Couristan is shifting the perception of its handmade area rug line with an infusion of modern design elements to breathe new life into the traditional artisan-crafted qualities synonymous with the company’s legacy.
Throughout its history, Couristan has adapted to market trends, expanding beyond handmade and one-of-a-kind rugs to include machine-made qualities for inside and outdoors, broadloom and custom carpets. Now, the company is reigniting its attention on its core strength of handcrafted, high-quality rugs in pursuit of recapturing discerning customers.
“Area rugs are a huge focus for Couristan right now,” Marlys Giordano, vice president of product development, told Furniture Today’s sister publication Home Textiles Today. “We’ve invested a significant amount of energy into changing the perception of who Couristan is in this category with a completely reimagined handmade offering.”
While the industry faces challenges, including cautious buying decisions amid economic uncertainty, Couristan is confident that its go-forward strategy will continue to resonate with customers.
“If we stay true to offering exceptional designs and value, we believe that the market will respond favorably,” Giordano said.
Tariffs, particularly those affecting Chinese imports, have significantly influenced Couristan’s sourcing and development. Giordano noted that since the implementation of the 2018 tariff measures, the company has gradually shifted production away from China.
“Over the past few years, we’ve diversified our production to regions outside of Asia, which has given us greater flexibility and helped mitigate some of the impacts of the tariffs,” she explained.
Couristan’s latest collections – Desi, Hudson and Hamadan – represent the brand’s renewed commitment to handmade quality and innovative design.
“Hamadan and Desi are modern interpretations of traditional design aesthetics,” she explained. “Kazak and Ikat elements have been reworked with updated color palettes and oversized motifs, while Hudson offers a contemporary approach with its architectural influences.”
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