DALTON, Ga. — Artisanal carpet/broadloom and area rug designer and custom flooring specialist Kaleen is updating its product offering and service options with a new business model, to launch in time for the upcoming High Point Market.
The new strategy focuses on the company’s better and best-tiered products, as well as its customization capabilities, while phasing out out its machine-made area programs and area rug qualities from its operations and product offerings.
“As our product qualities and styles have elevated, so has our brand,” said Monty Rathi, Kaleen chief operating officer. “Our customer is rapidly shifting to a more discerning clientele with a penchant for fashion-forward design in artisan-crafted qualities and custom-made styles.”
Rathi noted that the company’s updates are designed to meet “emerging opportunities” with retailers, designers, hospitality clients and end-consumers.
The new model is based on strategic investments in four target categories of goods and services, including an expanded production team, state-of-the-art machinery, broader capabilities for customizing carpets and rugs, upgrades to the Kaleen website, expanding its best-in-class products, and a deeper dive into large-scale custom-curated projects.
Its four target categories are:
- Carpet and broadloom includes four signature branded programs: Home & Porch, 10 handwoven designs for indoor and outdoor use; Hook & Beam, 13 collections of combined handcrafted and machine-constructions; Kaleen Broadloom, four handwoven collections with one-of-a-kind patterns; and Pure Life, two collections made of 100% wool and GOTS certified.
- Customization includes expanded broadloom design, quick and easy ordering, five shapes, dimensions up to 16 feet wide and 85 feet long, machine or hand serged finishing, and mitered or folded binding finishes.
- The Luxe collection of high-end area rugs and bespoke broadloom in 30 designs. Also available for broadloom applications.
- Handcrafted qualities in both broadloom carpet and area rugs, including hand tufted, hand woven and hand loomed.
Kaleen will showcase its newest collections and services at the High Point Market in Showplace, space 2345.