Looking Fit 11/2003: ASTRO CARPET MILLS, INC.

ASTRO CARPET MILLS, INC.
Building Themes From The Ground Up

by Scott Eric Barrett

Astro Carpet Mills, Inc., based in the carpet capital of the world, Dalton, Ga., has been a leading manufacturer of specialty/niche carpet for more than 25 years in the entertainment and amusement industries. Last year, the company began attending indoor tanning trade shows because it felt its quality designs were a perfect blend with the indoor tanning industry.

“We believe choosing the right carpet is imperative in any business, whether it’s a nightclub, a bowling alley or a tanning salon,” says Bret Hurney, Astro Carpet’s vice president of sales. “When a customer sees dirty, disregarded carpet that doesn’t fit the salon’s theme, a bad first impression is inevitable.”

Besides checking out trade shows and placing ads in the trade magazines, the company studied the tanning salon market closely, Hurney says.

“The key to understanding how an industry thinks is to talk to the industry’s foot soldiers—in this case, salon operators,” he says.

“One of our top carpet designers owns several salons, so he gave us some good insights.”

After doing its homework, the company constructed a product that can withstand heavy foot traffic, soiling and spills—and fit nicely with typical tanning salon themes.

“A lot of salons are located in strip malls, and the salon operators get stuck with a paltry carpet allowance when they move in,” Hurney says. “More often than not it’s that cheap stuff that’s made for office buildings. Its sole purpose is to resist a lot of traffic. If your carpet doesn’t enhance or support your theme, there is a disconnection there that people notice. Our patterns are designed to be aesthetically pleasing and salon-themed. In most carpets, good-looking and durable don’t go hand in hand. Our carpets are both.”

Astro Carpet’s designs are made with the highest-quality DuPont nylon, have StainGuard for stain resistance, are heavy-duty, possess a 10-year wear warranty and have been designed specifically for each individual industry.

“Beach and tropical themes are popular with tanning salons,” Hurney says. “Some salons aim for a contemporary look that blends well with chrome, glass and stainless-steel accents. We have patterns to fit just about any theme a salon could choose.”

Factory-Direct Benefits

Eleven years ago, Astro Carpet stopped selling its product through distributors and retailers and has been offering its carpets factory direct only, which equates to a substantial savings for its customers, Hurney says.

“Factory direct is great because it means salon operators don’t have to overpay,” he says. “Since they are buying from us there is no middle man. With factory direct, salons can save up to 50 percent.”

If a salon operator goes to the local carpet retailer or Home Depot, he or she won’t find tanning salon carpet and will be forced to make do with a carpet that was originally intended for a commercial office, hotel, banquet room, or a residence. Those carpets won’t withstand the rigors of commercial/retail foot traffic and oil and lotion spills, Hurney says.

“This is why most salons today have a basic tweed or pin-dot tight-loop commercial carpet that probably doesn’t coordinate with the salon’s theme or color motif,” he says. “To add insult to injury, the owner will pay 35 percent to 50 percent more for a carpet that wasn’t even suited to his or her needs.”

Sundance and Leopard are two of the company’s most popular designs that can be used in cutting-edge and traditional salons for added atmosphere and appeal.

While Astro Carpet is a newcomer to the indoor tanning industry, the company quickly is carving its own niche.

“2004 will be our second year serving the tanning industry, and we hope to increase awareness of the quality of our products in terms of price and performance,” Hurney says. “All told, our carpet will not only outperform what is currently being used, it will enhance or complement the atmosphere of the salon. One of the first things a customer sees in any business is its carpets, so it is the first chance to make a quality first impression.”