• Thomas Lester

Kaleen to launch Rachael Ray Home rugs

DALTON, Ga. -- Already with successful furniture lines to her credit thanks to licenses with Craftmaster and Legacy Classic, celebrity chef, author and TV personality Rachael Ray is teaming up with Kaleen to add rugs to her portfolio of product offerings.

The Rachael Ray Home line of rugs will debut at the High Point Market inside the Dalton, Ga.-based producer’s Showplace 2345 showroom.

Additionally, Ray is scheduled to make an appearance to promote the 34-rug collection at some point during the Oct. 14-18 market.

Blake Dennard, Kaleen’s senior vice president, said both sides had talked about a partnership for a little more than a year and realized quickly they’ve got lots in common.

“Her customer fits our wheelhouse, that $299-$399 retail 5x8 customer,” Dennard said. “She wants a nice, design driven product at value-oriented price points. We were able to fit that need that her Rachael Ray customer is looking for out there.”

The first Rachael Ray Home rugs will be split into three collections: Rachael Ray Highline is a space-dyed, bordered set of 10 rugs that retail at $399 for a 5x8; Rachael Ray Upstate has 10 machine-made, distressed traditional rugs that retail at $299 for a 5x8; and Rachael Ray Soho is a transitional, polyacrylic set of 14 rugs that retail for $299 for a 5x8.

Dennard said Ray brings credibility from a design perspective and from a Q-score perspective, which made the decision to team up an easy one. He noted that Kaleen hasn’t offered a licensed collection for a number of years because the fit never made sense before now.

“We have always kind of shied away from licensed programs because nobody really brought a lot to the table as far as what we needed,” he said. “We needed somebody who could help with design and coloration, the whole package. We’d run into a designer who the average person didn’t know who it was or a celebrity that didn’t want anything to do with product development. After crossing all the T’s and dotting the I’s, this one seemed to be a good fit for us.”

Dennard said the rugs tie into Ray’s existing furniture collections, and the celebrity and her team have been integral parts of the design process, which adds authenticity to the collections.

“She showed interest in wanting to help in product development and color ideas. She’s got a very good team around her that are easy to work with and a pleasure to work with,” he said. “We’re really excited about being part of the program.”

Thomas LesterThomas Lester | Business Editor

Thomas Lester is Business Editor for Home Accents Today. A graduate of Emory & Henry College's Mass Communications program, Lester spent a dozen years working for newspapers in Virginia and North Carolina covering an array of subjects, ranging from community news, government, education, ACC sports and more before joining Progressive Business Media in 2013. As business editor, Lester covers all aspects of business in the home accents world, from the latest news from manufacturers to successful retail strategies and business analysis.

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