LONDON, August 1 /PRNewswire/ --

- Swimming in Luxury

If you live in Roman Abramovich's world you might be forgiven for
thinking that everyone owns a yacht and private jet. It's a sure thing we
don't, but an annual investigation into the shopping habits of the rich and
famous by investment bank Merrill Lynch suggests that more and more super
rich are placing orders for a yacht, and anything up to 200ft. Jamie Horton
of Harlequin Tabletop has seen a positive impact on his business from the
interest in yachts and private jets. "Last year we supplied complete
tableware packages for no less than 30 luxury yachts," he comments. "They
include everything from the most exquisite cut crystal to bespoke dinner
services designed explicitly to the client or designer's brief. It's a part
of our business that is seeing continuing growth."

It seems that those who can afford a boat or a plane demand every comfort
for home-from-home luxury. Table, bed and bathroom linen designer and
manufacturer Heirlooms offer a fully bespoke service to interior designers
and specialise in supplying quality fabrics for the marine industry. "We have
worked on some of the biggest yachts in the world over the last year and are
currently working on a 110m yacht," comments Heirlooms managing director,
George Reynolds. He adds, "Designers come to us for the most luxurious
materials that last in a marine environment. We can manufacture whatever they
need in terms of size, colour and finish using the highest quality materials
and finest workmanship."

Josephine Home, an exclusive bedlinen company on the top floor of Chelsea
Harbour is introducing 'Josephine Away' to their offering which specifically
services this area of the market. Their clients require the very best
cashmere socks and throws for the ultimate in-flight comfort. And if it's a
floating home their clients are keen to accessorise, it's about crafting a
look that is totally unique to the vessel and the interior design concept.
They are currently looking to 1,000 thread-count bedlinen and light as a
feather, cashmere duvets to offer every level of luxury to this demanding,
travel-savvy set of clients. And, if this isn't the height of luxury, Adam
Gilchrist of renowned Veedon Fleece assures us these clients demand luxury
underfoot too: "We recently fitted out the entire interior of a yacht in
pashmina, silk and veedon (unique to Veedon Fleece). This is couture carpet
design at its very best with every room a different design, collaborating
with the designer to create a totally unique look." Will this mean the end of
sleeping on deck?

THE BIG RUG DEBATE

The Rug Company will surely be remembered for the huge influence they
have had on giving rugs the designer status.

"Decorex has earned a reputation as the key fair for the interior design
industry," comments Christopher Sharp, Co-founder and Managing Director of
The Rug Company. "With so many designers and specifiers coming together in
London for the show, it is the perfect platform for The Rug Company to
showcase our latest designs. We are excited about returning to Decorex, which
will be the first chance in the UK for interior designers to see The Rug
Company's latest collections. As well as recent additions to our Contemporary
Collection designed in-house, we will show new collections by leading
designers such as Kelly Wearstler, Barber Osgerby and Eva Zeisel."

But what has changed in our fascination for rugs? Chichi Cavalcanti has
her own opinion: "It's the mood change in clients and designers wanting a mix
of old and new, and a contemporary rug adds that splash of colour, design,
and of course comfort, that other accessories/design elements fall short on.
It could also be down to our insatiable desire to be surrounded by more
individual items." Rug exhibitors Loomah, Deidre Dyson, Ateliers Pinton,
Deborah Rolt, Loophouse, Parsua Rugs and Riviere, to name but a few, are all
talking bespoke with the colours and design for each new client exclusive to
them. It is a one off, so comes with the same exclusivity as wall art.

Lucy Upward of Modern Carpet & Textiles magazine believes there are
several factors driving our fascination for rugs. "We are moving towards a
high period of decoration, but unlike a decorative textile such as fabric or
wallpaper, a rug is a strong design statement bought to last. It's also about
luxury -- a designer rug is an expensive item so says much about the owner.
Then there is the organic, ethical aspect about rugs. They echo high-end
craft values. Many designers are creating new interpretations of traditional
age-old designs and it is this, that people are attracted by -- something
tangible with a real quality and style about it."

Chris Mould, Director of new Decorex exhibitor Bazaar Velvet has the last
word: "A new generation of style conscious individuals has developed,
demanding rugs with fresh designs and new colourways in the perfect size.
Clients can choose from over 600 designs or they can submit their own.
Everything is possible."

SOMETHING OLD, SOMETHING NEW

Decorex signals an opportunity for specialist companies to show their
best work to the interiors world. And it's not just the old faithfuls who
show their wares at Decorex.

If you think you've seen it all before, think again. There are a whole
host of brand new exhibitors who, after hearing the success stories of
interior designers coming onto stands and placing orders on the spot, are
securing stands at the exhibition. Some of these stands may be small but some
of the best known names with the biggest stands started off with just 12m2.
In just a few years the Rebecca Scott stand has grown from 12m2 to 35m2. Ecco
Trading also started out with a dozen or so m2 and has expanded to 39m2 while
the eponymous William Yeoward will spread their wares over 50m2, up from 16m2
in the company's early days. Leisure Plan however takes the biscuit with a
115m2 stand this year.

Brabin & Fitz has been supporting the show for over six years. As company
owner Dominic McParland confirms, "The show gives clients the chance to see
the quality of our work. This is so important if they have only been able to
view the brochure or the collection online. It's also our chance to show the
new ideas as well. This year we will be showing the big brother of a console
table for which we won an award from the BIDA several years ago. We'll be
unveiling a new collection of chandeliers and the overall theme will be one
of elegance with silver, black, glass, metal and high gloss surfaces making
the impact."

Bill Cleyndert agrees that seeing is believing for the many buyers and
interior designers visiting the show. Decorex is about showing what a company
can excel at and in Bill Cleyndert & Company's case, it is exceptional skills
in joinery at a very high level. "This year we are going to feature a
complete 'experience' that displays current trends through the techniques we
have developed over some 17 years of being involved with the event. It's our
chance to really get our message across to interior designers, and to network
with other people exhibiting at the show."

One of the companies who can proudly boast being at a fair few Decorex
shows in the past (over 20) is Titley & Marr. "Decorex gives us the
opportunity to create something that is quite transient and fun," says Kate
Titley. "This year we are going to launch a new range of prints. They are
quintessentially English and very pretty, and I'm in the process of designing
a stand to match the thinking behind the collection. I was glad to see the
return of more fabric houses to the show last year -- it makes a big
difference as it shows the complete picture in terms of interiors." Kate and
many others will be pleased to know even more fabric companies have booked a
space this year with newcomers such as SoFar/SoNear, Clarissa Hulse and
Echelon adding their unique handwriting to the event.