Nourison Launches New Reserve by Nourison Brand for High-End Rugs
September 13, 2021
Featuring Divine DIV10 Sandstone from Reserve by Nourison
SADDLE BROOK, NJ — September 13, 2021 – Leading floor covering and home accents manufacturer Nourison introduced the new Reserve by Nourison Collection that will feature Nourison’s high-end, handmade area rugs. This program will only be sold through Nourison authorized dealers that offer higher-end product assortments.
Reserve by Nourison is targeted at primarily brick and mortar, upscale dealers and designer showrooms that sell higher quality area rugs. The product selection is carefully curated and contains many of Nourison’s best-quality handmade rugs such as Divine, Ocean, Silk Shadows and Christopher Guy. Reserve by Nourison authorized dealers will be those who offer enhanced services and distinctive products. Nourison will support Reserve dealers with specialized marketing materials, limitations to distribution (especially e-com), strong IMAP enforcement and restrictions from distribution to physical or online discounters.
“Our goal with establishing Reserve by Nourison is to create the long-awaited channel segmentation that upscale showrooms need to sell and promote a product with confidence” said Alex Peykar, Chairman at Nourison. “While the Nourison brand has grown and diversified to serve a changing market, Reserve by Nourison taps into Nourison’s heritage as a leader in beautifully-styled, finely-crafted rugs for the distinguished dealers.”