During New York Fashion Week ege launched a sharp new carpet collection specifically adapted to the American market. The collection will spearhead a long-term, ambitious market development strategy, which aims at annual growth of 5-10%.
“We have refined our collections to appeal to a niche in the market, where customers focus more on design expression than on price and quality,” explains ege’s CEO, Svend Aage Færch Nielsen. “Our target group seeks to find extraordinary carpet solutions that offer unlimited design options and applications.”
The very obvious link with the world of fashion has brought about ege’s new product concepts: ege A-Porter, ege Couture and ege Atelier.
“ege A-Porter is a veritable odyssey of textures, colours and patterns,” says Svend. “The concept combines trendy designs with very varied design expressions.
“ege Couture was born of a desire to merge architecture and interior design with fashion and its characteristic modes of design. We will launch a new ege Couture collection at six-month intervals. Our début collection is inspired by endless African horizons.
“ege Atelier transforms any idea into aesthetically pleasing flooring, which marries individual taste with sumptuous comfort. The sky is the limit!”
At the launch, twenty models walked the New York Fashion Week catwalk wearing specially designed outfits made of carpet. “Some of the competitors we face in the US produce as much carpet in one week as we do in a whole year,” explains Svend. It is ege’s innovative thinking, and the success of its fashion-inspired launch and profile that will ensure the company stands out in the crowd, he stresses.
ege has partnered with American company, Mats Inc, which has an established sales and customer network countrywide in the States. “Five years after the global financial crisis hit, growth on the carpet market remains very flat,” says Svend. “Joining forces with as wise and well-established partner as this signals that we mean business.”