samad Brothers Inc. (SAMAD)
is a Wholesale distributor of Fine oriental rugs and Luxury carpets.
Brothers David and Malcolm samad first opened in the United States January
4th, 1985 and were based in New York, NY. In
1987, Samad relocated to the ORICA building in NJ, where they conducted
business through 1999. After purchasing a plot of land in East Rutherford, NJ they built a spacious headquarters (34,000 square feet) to house
their warehouse, offices and showroom. On January 2nd,
2000, Samad officially opened their new location at 419 Murray Hill
Parkway in East Rutherford
Corner view of The SAMAD East Rutherford NJ 34,000 square foot Facility
It's our privilege to write
about Samad Brothers, an importer of rugs, now celebrating their 25th
anniversary in 2010. We take pleasure in writing about this company
for reasons that certainly include, but go far beyond, their stunning
Please put aside the notion
that Samad Brothers receives praise as a sponsor of Rug Rag. Consider,
instead, this writer could have written an equally glowing article about
this industry leading company 6 years ago, long before rugrag.com even
existed and while I was working for another Oriental rug company. In
truth, I have only a few more years to my age than Samad has to their
years in business, but, it takes someone of my generation to fully appreciate
how progressive and impressive this company truly is.
Portion of the SAMAD photo studio
My first visit to Samad was
in 2003 when I had an opportunity to visit their new showroom and.warehouse
in East Rutherford NJ. Our mission was to see their new custom made
digital scanning camera developed specifically for photographing carpets
and fine art. Although the state-of-the-art camera was impressive, even
more so was this first visit to Samad’s marvelous new facility.
An immaculate showroom and expansive warehouse all beautifully and efficiently
laid out made this a “cutting edge” facility. Add to that a personable
and genuine staff, and an incredible inventory of fine Oriental rugs
spread out as far as the eye could see had my jaw dropping (and still
does). It was apparent at that first visit why Samad was who they were
and still are! Long hours and hard work by two dedicated brothers combined
with a passion and commitment to the handmade rug business. The greatest
lesson from this experience was to really see what it takes to be among
the best in business in every single aspect.
Every visit to their headquarters
is an amazing experience. There has been a tremendous amount of buzz
in the industry about Samad’s new line of rex ray rugs, and rightly
so. My most recent visit to the Samad showroom proved the internationally
exhibited rugs by the well known artist and graphic designer to be everything
expected and more.
Above: Rex Ray 'Lombard Multi'
Below: 'Nob Hill' in Black, turning heads at an International Rug exhibit.
Above: David Samad and Rex Ray
Whimsical designs and upbeat
colors, this is, without question, the most desirable and prestigious
contemporary rug line currently on the market. As David Samad puts it,
“they’re the antidote to the recession.”
With 18 different designs,
it’s difficult to choose a favorite, as every single one is a head-turner.
Each rug is individually signed by Rex Ray himself on a specialty label. There
are several interesting construction elements woven into the rug for
confirmation of authenticity, a sign of careful attention to detail
characteristic of Samad’s rugs.
Those who know rugs will appreciate
the quality. Those who love color will be astounded by the palette and
unbelievable use of tone on tone and contrast. Those who love art will
see the designs as milestone. The Rex Ray rugs exude passion, vibrance,
and a wonderful decorative quality.
The Rex Ray line of rugs is
in high demand and there is every reason to believe such unique rugs
may be well positioned to become “antiques of tomorrow”: They are
highly collectible, unique and certainly one of the most exclusive collaborations
between an artist and a distinguished Oriental rug importer.
The launch of the Rex Ray line
by Samad in itself is indicative of exactly what Samad is about; ahead
of the curve, setting the standard, constantly achieving the best and
always a commitment to fine quality.
Samad is well known for their
expertise in design and coloration of traditional designs. Many notable
awards, six to be exact, provide evidence of Samad Brother’s innovation.
Several famous Samad program line collections include Noble House Collection,
Dream Collection, Golden Age, and Manhattan Collection. Many of their
designs and colorations can easily be termed “modern masterpieces”.
Samad knows the formula for
success. While endorsing the age-old tradition of making Oriental rugs,
they accommodate forever changing market demands, doing so with an ingenious,
yet practical, approach. One of the keys to enduring strength in the
market includes timeless designs and colors. Traditional rugs are not
drastically altered, but softly tweaked for continued strength in the
market without being era specific.
A major consideration today
is long-term sustainability in the rug business. Given current economic
conditions, many importers scramble in making hasty and dramatic decisions
due to the business climate. During my last visit, I had the opportunity
to visit with David Samad one-on-one. "In a time where many
are talking about getting out of the business, we really enjoy what
we do. It's not just the business, it's interacting with suppliers and
customers," says David. It’s clear that Samad Brothers have
a long-term commitment to their business and to the rug industry.
One example of their strong
support for the rug industry in general is an educational film (on DVD),
Colors of India, which they recently produced and released.
“It’s a true love for rug making, people enjoying the trade, a romance
for the art.” David says, “Through the film, people see how much
effort goes into the craft.”
Samad unselfishly made Colors
of India available to the trade, for importers, retailers and designers.
The intention is to help educate consumers in a broad sense rather than
just keeping the film sequestered for private use. This truly is a beautiful
movie about the age-old process, tradition and romance of making quality
hand knotted Oriental rugs. The DVD is regarded by many in the rug industry
as one of the most important and helpful educational tools available.
In the past ten to fifteen
years many importers have turned their backs on hand knotted carpets in
favor of inferior tufted rugs that have become so popular with consumers.
The trend is unfortunate on many levels. Worst is the rejection of the
art of creating rugs by the traditional hand knotted process. Tufted
production is a literal race to the market. Warp and weft are replaced
with glue and canvas. The resulting rugs have no legacy. Fads fade in
and out, and while a tufted rug may be right for some, they are in no
way what the discriminating, educated, sophisticated buyer appreciates
"We're proud to have
not gone into machine made [rugs], and maintained our objective of making
fine rugs." David says, and gestures to a plaque on the wall
stating 'If you don't take care of your customers, someone else will.’
Responding quickly to the hand
knotted market is a challenge Samad has readily taken on. In years past,
custom hand knotted rugs may take anywhere from 12 - 18 months to be
delivered. Instead of resorting to hand tufted or machine made rugs,
Samad approached the situation differently.
Understanding that the decorative
market responds well to modern designs, Samad introduced a Nepalese
line which may be fully custom ordered on their website. Waiting period
for such rugs can be as short as three to four months: An outstanding
turnaround with the quality Samad customers have known and respected
throughout the years.
It’s clear that whatever
they approach, the Samad Brothers passion for and commitment to the
rug business drives their success.
It’s our honor to support
Samad in their 25th anniversary here in the States. We encourage
anyone considering acquisition of an Oriental rug to purchase the
Colors of India DVD. Then, after enjoying the DVD, visit the Samad
website, or, better yet, a Samad dealer to see some of the most beautiful
and elegant Oriental Rugs made today.