The Dixie Group Introduces Rebranding of Two Product Lines

The Dixie Group has announced the rebranding of its decorative segment product lines.

Masland Wool will be known as 1866 by Masland, and Fabrica Wool as Décor by Fabrica.

Len Andolino, vice-president of the decorative division, says the addition of product content to the company’s decorative assortment made it an ideal time to create new brands to further this category.

“We will no longer be just offering wool,” says Andolino. “Although wool will continue to be our primary fibre, we will now be adding new constructions and fibres to our assortment through our expanding global supply chain partners.”

The year 1866 in 1866 by Masland represents the year C.H. Masland and Sons was founded.

“This nod to our long heritage will set the stage to showcase our company as the ‘founder of fashion’ in the flooring industry,” says Andolino.

“Décor by Fabrica was created to highlight the essence of product excellence with a focus on high fashion for the decorative market,” he continues. “Both Masland and Fabrica are highly respected brands known throughout our industry as fashion leaders, so it was important to integrate those names into these two new brands.”

Both will have distinct product assortments with their own merchandising for the dealer network. Next year’s International Surface Event in Las Vegas will be the official launch of 1866 by Masland and Décor by Fabrica. Masland and Fabrica territory managers will show the newest styles and merchandising options before the largest North American floor covering, stone and tile industry event takes place.

Andolino, who joined the Dixie Group this past February, will lead marketing, merchandising and product development efforts in each of the new brands.

“We have a great foundation of products and the fact that we are the largest American-based manufacturer of tufted wool will set us apart from our competition as we start to import heavily from around the world,” he says.

The Dixie Group entered the high-end decorative business segment in 2007, with a handful of imports in both broadloom and area rugs, in addition to internally tufted wool styles. In July 2013, the company purchased wool manufacturer Robertex to grow the business further.

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