About The Dixie Group
The Dixie Group, Inc. engages in the marketing, manufacturing and selling floorcovering products to high-end residential customers through its various sales forces and brands. The company focuses exclusively on the upper-end of the floorcovering market. The company’s Fabrica, Masland, and Dixie Home brands have a significant presence in the high-end residential floorcovering markets. The company’s business participates in markets for soft floorcoverings, which include broadloom carpet and rugs, and hard surfaces, which include luxury vinyl flooring (LVF) and engineered wood. There has been a significant shift in the flooring marketplace as hard surface products have grown at a rate much faster than soft surface products. The company responded to this accelerated shift to hard surface flooring by launching several initiatives in hard surface offerings. The company launched TRUCOR and TRUCOR Prime offering LVF products. In 2022, the company experienced significant growth in sales of its TRUCOR family of products, including its new TRUCOR Boardwalk collection, and its Fabrica Wood program. In 2022, the company introduced its new decorative programs, 1866 by Masland and Decor by Fabrica, which are targeted at high end, luxury soft surface markets including wool broadloom and decorative rugs. The company has one reportable segment, Floorcovering. Brands The company’s brands are well known, highly regarded and offer meaningful alternatives to the discriminating customer. Fabrica markets and manufactures luxurious residential carpet, custom rugs, and engineered wood at selling prices that are approximately five times the average for the residential soft floorcovering industry. Its primary customers are interior decorators and designers, selected retailers and furniture stores, luxury home builders and manufacturers of luxury motor coaches and yachts. Fabrica is among the leading premium brands in the domestic marketplace and is known for styling innovation and unique colors and patterns. Fabrica consists of extremely high quality carpets and area rugs in both nylon and wool, with a wide variety of patterns and textures. Fabrica is viewed by the trade as the premier quality brand for very high-end carpet and enjoys an established reputation as a styling trendsetter and a market leader in providing both custom and designer products to the very high-end residential sector. Masland Residential markets and manufactures design-driven specialty carpets and rugs for the high-end residential marketplace. In addition, it offers luxury vinyl flooring products to the marketplace it serves. Its residential broadloom carpet products are marketed at selling prices that is over three times the average for the residential soft floorcovering industry. Its products are marketed through the interior design community, as well as to consumers through specialty floorcovering retailers. Masland Residential has strong brand recognition within the upper-end residential market. Masland Residential competes through innovative styling, color, product design, quality and service. Dixie Home provides stylishly designed, differentiated products that offer affordable fashion to residential consumers. Dixie Home markets an array of residential tufted broadloom carpet and rugs to selected retailers and home centers under the Dixie Home and private label brands. In addition, it offers luxury vinyl flooring products to the marketplace it serves. Its objective is to make the Dixie Home brand the choice for styling, service and quality in the more moderately priced sector of the high-end residential market. Its products are marketed at selling prices which average two times the soft floorcovering industry's average selling price. Trademarks The company’s floorcovering businesses own a variety of trademarks under which its products are marketed. Among such trademarks, the names Fabrica, Masland, Dixie Home and TRUCOR are of greatest importance to the company’s business. Seasonality The company’s sales historically have normally reached their highest level in the second quarter (approximately 26% of its annual sales) and their lowest levels in the first quarter (approximately 23% of its annual sales), with the remaining sales being distributed relatively equally between the third and fourth quarters (year ended December 31, 2022). History The Dixie Group, Inc. was founded in 1920.
