• Cecile Corral

Jaipur launches Freedom Habitat at High Point Market

New publication spotlights company’s trends, products

Jaipur Living Freedom HabitatHIGH POINT — First rugs, then accessories and now newsprint publication.

Jaipur Living is headlining its new products for the season with the debut of its limited-edition “Freedom Habitat” trend report publication this week during High Point Market.

A large-scale newsprint publication, Freedom Habitat is designed as trend report for the home décor category. The first edition spotlights the spring season, “with a fresh, fashion-forward aesthetic,” the company said. Freedom Habitat debuts on the one-year anniversary of the company’s rebranding to Jaipur Living to reflect is expanded product offering and distribution channel network.

Li Kurczewski, creative director, Jaipur Living, said, "We set out to help consumers harness their inner designer, to give them the tools they need to celebrate and unleash their own creativity in order to express their personal style. Freedom Habitat puts our best ideas, inspiration and merchandise in the hands of market-goers — a visual celebration of pattern, color and texture demonstrating how today’s consumers want to live with a vibe that is at the same time bohemian, modern and cosmopolitan.”

The features in this first edition of Freedom Habitat were shot on location with Jaipur Living’s own team as well as with models, dancers and children — all photographed interacting with the brand’s growing portfolio of rugs, pillows, poufs and throws.

Added company president Asha Chaudhary: “It’s a visual tour de force, with each evocative photograph unfolding as a story on the page.”

The limited-edition publication will be on display in the Jaipur Living’s High Point showroom, located at Showplace 3300. To accompany Freedom Habitat’s release, Jaipur Living will be showing a video documenting the three-day shoot at its showroom during market.

“Freedom Habitat is the embodiment of the more high-fashion side of the industry, which our retailers, designers and e-commerce partners are increasingly seeking to showcase in their own marketing efforts to buyers,” added Chaudhary.

In related news, Jaipur Living is introducing more than 200 new products. Among them are: new rugs, pillows and throws to the Kate Spade New York line; new design and colorway additions to the best-selling Fables collection of machine-made rugs; new collections of shag rugs; and new 100-line hand-knitted rugs.

Cecile CorralCecile Corral | Senior Product Editor, Home & Textiles Today

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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