CM Hospitality Introduces New Essence Collection

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A quick ship carpet fulfillment program from CM Hospitality.

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"Essence will be one more way CM can show the industry how our service level goes above and beyond and this will in the end help us grow our business exponentially.” - Hugh McClain, President & CEO of CM Hospitality

Time is of the essence when it comes to carpet, and CM Hospitality Carpet did not take that for granted when they went to work revamping their existing Phoenix Collection. CM Hospitality (also known as Clayton Miller Hospitality Carpets) is known for their niche of creating total custom designs for the hospitality industry however, some projects are faster paced and CM wanted to compete for those type projects as well.

"We are really trying to please a lot of different tastes with this collection and picking just the right color and pattern is key to catching the client's eye when they are ready to specify a fast track project," says Lacy Price, the Marketing Coordinator for CM. "With this collection, our design team did a great job of capturing the current & coming design trends.”

Laura Gibson, CM’s Design Director explains, “The patterns and palette of the Essence Collection are intended to represent where trend and longevity meet.” Essence includes a mix of design styles such as a traditional damask pattern called Due Course to a more modern geometric pattern called Sun Dial.

The Essence Collection consists of 6 patterns in 6 color ways which will be featured in a new 3 panel architectural portfolio that includes swatches and room scenes of each new pattern. Each pattern is 32 oz 1/12th Infinity construction and can ship in under 4 weeks up to 1000 syds. Typically custom carpet takes twice as long to produce. Shelf samples will be available on demand to expedite decision making.

Color was also a driving factor in the creation of this new collection. It was an opportunity to update a collection with fresh new sophisticated colors but yet not be too extreme was a challenge for the CM design team. “The colors relate to what’s current in the market and also can be integrated into existing interiors. Depending on the color combinations selected, the patterns can either blend quietly and harmoniously into the decorating scheme or make a bold statement,” describes Gibson.

The time theme was used creatively to name all the color combinations in the Essence Collection such as Scarlet O'Era & Bedtime Blues. Narrowing that amount of colors of yarns down to 9 yarns was both a challenge and priority in building a successful running line program to keep prices low and run items in bulk fluently. The Essence Collection is in the $10-12 per syd range which is ideal and competitive for most guestroom applications.

On the heels of this new running line collection, CM plans to introduce a coordinating cove base collection to match the 9 colors that are featured in the Essence Collection. "We have boards being swatched right now that our sales reps will be able to take around and help clients choose cove base trim and take one more thing off their to do lists," explains Price.

This will be the first major collection CM has introduced under the new brand name and logo. Hugh McClain, President and CEO said, "Essence will be one more way CM can show the industry how our service level goes above and beyond and this will in the end help us grow our business exponentially.”

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Lacy Price, Marketing Coordinator

Lars Knudsen, VP of Sales
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