'We are one of the rug pioneers in having a B2B online wholesale platform,' the team of S&H Rugs says. S&H stands for Shipping and Handling and is an American wholesaler of hand-knotted rugs. Recently showcasing their designs at High Point Market, we catch up with the team to learn more about their experience at the fair and the challenges in the current market.
Rony Rodriguez (rug specialist) and Ori Wilbush (president).
Can you tell us more about the history of S&H Rugs and how it was founded?
'It started 35 years ago, and S&H stands for Shipping and Handling. We came from low-end machine-made rugs in the 80s and slowly moved on to authentic hand-knotted Persian rugs. While working with machine-made rugs, we learned about the world of natural fabrics and one-of-a-kind hand-knotted rugs. We started consigning Persian handmade rugs from other dealers and travelled nationwide looking for buyers.
After selling them all, our business fully transitioned to only Hand-knotted rugs, and any proceeds went back to our company, S&H Rugs. Later, in 1998, we travelled overseas and started outsourcing hand-knotted rugs straight from the suppliers. We travelled to China, where we purchased Aubussons and French design rugs that were popular in the late 90's. We also travelled to India and sought hand-knotted Persian traditional design rugs, mostly made of wool and silk. Since working with American customers and designers, we have learned about the taste and started getting what people seek. We worked around the clock, 7 days a week, to ensure we stacked our inventory with the best handmade rugs available in the market.'
S&H Rugs stand at High Point Market.
'Interior designers can access our inventory online and browse our products, which contain professional photography and a detailed description of every rug, such as the exact size, material, colours, designs, and weave type. We were the first to develop these online features in the rug industry. Persian rugs are a product that people usually acquire in person. Traditionally, rugs are something that customers want to touch and feel before making a decision.'
In what markets is the brand most active?
'Our Oushak line is trendy in the South, especially the Carolinas, Texas, and the rest of the South of the USA. Our modern line is trendy in Florida and the West Coast. Internationally, in South America, we used to sell quite a bit.'
How is the market right now? Are you experiencing any challenges due to the economy or transport?
'Yes, the last three years have been very tough; in 2021, people were doing well, and people were decorating their homes with the stimulus help from the Government. However, shortly after, things started to decline in 2022, 2023, and 2024. We are optimistic that the business will return to the home decor market, as buyers will feel more comfortable spending time decorating their homes. And we are optimistic about the new Government, which is more business-friendly than the economic approach inherited from its predecessors.'
S&H Rugs stand at High Point Market.
You were at High Point Market. How was the fair?
'Not that great. The April Highpoint Market show was busier than the last show of October; we believe that people were not willing to invest because it was a month before the US elections. Also, interior designers were not spending much. We believe that the attendance at the show was disrupted by the inclement weather in Florida and North Carolina, which meant many visitors and customers couldn't attend. Some of their businesses were devastated by the big hurricanes.'
What did you show there?
'At the Highpoint Market this past October, we showed our Modern and vintage design rugs. They are low-pile, sheared low piles with texture—earthy dark tones, such as Brown and gold Green.'
What are your future plans?
'We continue developing new colours and designs, acquiring new customers, and riding the economic recovery trend to stay ahead. We are also looking to penetrate markets internationally.'
More information:
S&H Rugs
[email protected]
www.shrugs.com
US