Couristan steers business into the future with renewed focus on handcrafted quality and a bolstered leadership team of industry veterans. As it approaches its centennial milestone in 2026, Couristan—an iconic family-founded business in the flooring industry—is embracing its past while stepping boldly into the future. Known for nearly a century of producing handcrafted and machine-made rugs, broadloom, and custom carpets, the company is strategically positioning itself for growth, leveraging its storied heritage while adapting to the ever-changing landscape of floor coverings.
Founded as a handmade rug company, Couristan’s history is steeped in artistry, quality and family. Over the years, it has adapted to meet the evolving needs of the market, transitioning into machine-made products as well. Today, Couristan is shifting focus back to its roots in handcrafted, premium-quality rugs, without abandoning its other popular offerings. This move is led by a new wave of leaders at Couristan, including Len Andolino, who was recently appointed as President. Andolino’s return to the company after a five-year hiatus comes at a crucial time, following the passing of the company’s former president and CEO, Ron Couri, in early 2023.
Floor models: Couristan’s Marlys Giordano and Len Andolino (above) traveled together on a sourcing trip recently to design and develop fresh styles of handcrafted qualities to enhance the company's signature line of one-of-a-kind artisanal area rugs.
“With almost 100 years behind us, our brand stands out in a saturated market. This legacy helps us make meaningful connections with both our dealers and our consumers,” Andolino noted. “Our mission now is to develop high-quality, thoughtfully crafted products that reflect the Couristan brand and inspire interior designers and homeowners alike.”
Couristan’s strategy for the future rests on innovation, customer relations, and meeting the demand for exceptional quality. The company’s new leadership team brings decades of experience to the table, aligning with Couristan’s commitment to producing rugs that are beautiful, durable, and reflective of the latest design trends. Andolino along with Marlys Giordano, VP of Product Development, Larry Mahurter, Senior VP of Marketing, and Bob Tucci, EVP of Residential Sales, forms a cohesive team poised to steer the company toward a successful future under the leadership of company chairman George Couri.
“We’re doubling down on our strengths, particularly our expertise in handmade, high-end rugs. This new direction will require considerable effort, but we’re ready for it.“ LEN ANDOLINO
According to Andolino, the hardest part of business today is perception, and he believes that Couristan’s legacy will set it apart in the modern marketplace. “We’ve been in the business for 99 years, and in that time, we’ve evolved in countless ways,” Andolino reflected. “But we’re doubling down on our strengths, particularly our expertise in handmade, high-end rugs. This new direction will require considerable effort, but we’re ready for it.”
In recent years, Couristan has become a trusted source for machine-made outdoor rugs, a category pioneered by Ron Couri. Giordano explains that while outdoor rugs continue to be in demand, there is a growing appreciation for the uniqueness and lasting appeal of handmade rugs. “With machine-made products, it often becomes a race to the bottom on price,” she explained. “In contrast, handmade rugs offer a unique sense of romance and quality that resonates with design-conscious consumers looking for pieces that will stand the test of time.”
The shift back to handmade products is driven by rising consumer demand for high-quality, distinctive pieces. Couristan’s handmade assortment spans multiple price points, including entry-level hand-tufted rugs starting at $399 and handwoven or hand-knotted rugs that can range up to $4,000 for a 5’x8’ size. These products aren’t just rugs; they are heirlooms meant to be passed down for generations.
To ensure the quality and integrity of their products, Couristan’s leadership regularly travels to Turkey and India—two hubs for artisanal rug-making. During a recent 17-day trip, Andolino was impressed with the innovation and quality of the handmade products Giordano had sourced and developed for the brand.
Like its namesake Iranian city, Hamadan is a collection rooted in history but vibrantly modern. Its hand-knotted Kazak designs balance yesterday and today via eclectic elements of grey, blue and earthy hues depicted on an Oushak weave.
“In my decades in this industry, it was refreshing to see such sophisticated, style-driven offerings,” he shared. “We are bringing high-quality, beautifully designed products to consumers who want more than something disposable.”
Giordano highlights the importance of working with suppliers who understand the U.S. market’s expectations for quality and fashion-forward design. “In handmade rug production, a quick turnaround is rarely possible,” she noted. “A 9’x12’ hand-knotted rug, for instance, takes time to perfect. Consistency in our products is key to building trust and making a statement in the market.”
Hancock is made of 100-percent sustainable wool and hand-knotted in a loose construction with a cut-pile finish that adds texture for added tactility to its geometric and transitional patterns.
A significant part of Couristan’s strategic direction lies in the synergy between its broadloom and area rug divisions. By bridging the two, Couristan allows customers to create coordinated looks for both wall-to-wall carpeting and area rugs, as well as custom-size, fabricated rugs.
The Oushak-woven Elysian (left) collection takes a fresh approach to traditional motifs. These handmade rugs feature a high-low construction for added dimension and are finished with a fringed edge. Heirloom elegance for practical living is the ethos of the Imperial collection, shown right. These rugs are machine-woven in a flatweave construction of a durable cotton and polyester blend, then printed in distressed palettes and patterns for a vintage vibe.
“We’re taking our strengths in both broadloom and area rugs and uniting them under one roof,” Andolino explains. This means that customers can choose from an extensive in-stock collection of broadloom and have it tailored to their specifications, from size to shape, giving consumers greater flexibility and personalization.
The ethnic-inspired abstract designs of the Comoros collection are accentuated by its all-jute construction and all-natural palette.
This approach allows Couristan to further differentiate itself in a competitive industry. Mahurter, who oversees the company’s marketing efforts, is working to highlight this unique aspect. “Everything we do in marketing draws on Couristan’s legacy of trust, style, quality, and innovation,” he said. The company’s reputation as an authority on design and quality is what attracts its primary demographic—traditionally individuals aged 55 and older—but recent trends suggest that Couristan’s appeal is broadening. More customers in their 20s, 30s and 40s are turning to Couristan for its dependable service and the quality of its products, thanks to an experienced team of sales representatives well-versed in both residential and contract markets.
As Couristan approaches its 100th year, it is reimagining what it means to be a premium rug and carpet brand. The company’s focus centers on creating “new direction” narratives that reflect both its heritage and its forward-looking approach to product development and customer relations. Andolino believes that honoring Couristan’s legacy is crucial, but he is also determined to carve a path that will attract new customers and appeal to a younger demographic interested in quality, design, and sustainability.
“Handmade rugs offer a unique sense of romance and quality that resonates with design-conscious consumers looking for pieces that will stand the test of time.“ MARLYS GIORDANO
“Our brand stands on nearly a century of experience and innovation, but we’re focused on future growth and on inspiring new audiences,” Andolino emphasized. Part of that focus includes better goods, better design, and better service for a market that is ready for it.
In a world where rugs are often treated as disposable decor, Couristan is positioning itself as a source for long-lasting, meaningful products. As Giordano articulated, “Anyone can buy a $199 rug, use it for a while, and toss it. But the handmade rugs we’re bringing to market are pieces that young couples can buy and eventually hand down to their grandchildren.”
Couristan’s shift toward fine, handcrafted products is not just a tribute to its roots but a response to a discerning market that values quality and individuality. With an expanded leadership team and a renewed commitment to its legacy, Couristan is charting a course that blends time-honored craftsmanship with contemporary trends. And as it moves toward its 100th anniversary, the company is doing so with an eye on innovation, ensuring that it remains a key player in the industry for generations to come.
IMAGES COURTESY OF COURISTAN
