In an era where luxury is being redefined by sustainability, authenticity, and personalization, Karastan is transforming independent flooring showrooms with its Black Label collection.
The brand’s most expansive launch in its 96-year history includes 43 introductions across 15 styles. The collection showcases premium wool constructions, including flat-wovens and hand-knotted designs, alongside innovative Kashmere and SmartStrand fibers.
“Our Karastan retail partners are deeply passionate about the brand and expect products with enduring designs and exceptional performance to help their customers create opulent destinations at home,” said Jamie Welborn, senior vice president of product management, soft surface.
Drawing inspiration from luxury retail brands like Louis Vuitton, the new merchandising system elevates product presentation through dramatic lighting and thoughtful display. Available in both full-wall and compact formats, the system helps retailers create an immersive shopping experience regardless of showroom size.
Recognizing the importance of customization in today’s market, Karastan has introduced a new digital portal that streamlines the custom rug design and ordering process for retailers. The system allows visualization of different sizes, shapes, and edge treatments, with options for attached pad or cut-to-size specifications.
The merchandising strategy includes cross-merchandising opportunities, with six new styles designed to pair with Karastan’s BelleLuxe and LuxeCraft hard surface collections. This whole-home approach helps retailers maximize sales while meeting consumer demands for coordinated flooring solutions.
“A new generation of luxury consumers are attaching more status to quiet and considered interiors,” explains Denise Silbert, vice president of marketing, soft surface and Builder + Multifamily. “Karastan Black Label broadens Karastan’s appeal to this consumer segment and will allow our retail partners and designers to cater to those looking to buy less but better and investing in fewer yet higher-quality pieces.”
The launch is supported by Karastan’s seventh edition lookbook and national promotional events, including National Karastan Month. For independent flooring retailers, Black Label represents an opportunity to capture a growing market of luxury consumers who are bringing designer sensibilities to their homes while seeking products that reflect their values.
Through this strategic repositioning, Karastan isn’t just updating its product line – it’s helping specialty retailers adapt to evolving definitions of luxury, where craftsmanship, sustainability, and authenticity matter as much as style and status.
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