Safavieh readies new products for market

Home Accents Today Staff -- Furniture Today, March 7, 2013

PORT WASHINGTON, NY — Safavieh is looking to enhance its upscale area rug offerings by unveiling several new products in multiple coordinating categories during the New York Home Fashions Market later this month.

At its Manhattan showroom, located at 153 Madison Ave. at 32nd Street, the company will present its new indoor/ outdoor rug collections, a series of new accent pillows, bath rugs, and a multitude of new designs in popular hand-tufted, hand-knotted and flat-weave collections.

"This March will be among the most prolific home fashions market product launches for Safavieh in terms of design offerings, price ranges and new constructions and weaves," said Arash Yaraghi, principal. "We were encouraged by response to our introductions at the January markets in Atlanta and Las Vegas, and plan to roll out new products incorporating technological innovations with fashion-forward design throughout 2013."

Yaraghi explained that one example is Safavieh's Veranda collection of indoor/outdoor rugs, which originally launched one year ago and is now being expanded with 12 patterns in a new weave that creates a needlepoint effect. Each design features five colors, and patterns span Suzanis to modern florals. Veranda rugs are loomed in Turkey from enhanced polypropylene.

In the hand-tufted category, Safavieh's new Chatham collection contrasts geometric and Moroccan motifs with a fashion palette of bright and pastel colors. The pieces are made of wool in India to recreate the look of hand-knotted carpets.

Safavieh's dimensional Cambridge rug collection is hand-tufted in India of wool in a combination of plush pile and loop textures to highlight timeless motifs updated in fashion colors. New for market is a palette that features creamy white with coastal blue, pink, or gray with cream.

Also being featured in rugs are several new constructions to the Shag Collection, including Chevron Shag from the 200 Series, which is made from 100% acrylic.

In the decorative pillow category, Safavieh is offering an expanded offering divvied into four new collections as well as additions to existing running line collections.

The Cali Shag pillow introduces a shag-inspired look with the silky hand of high-end decorator tassels. The polyester cover is embellished with individual multi-strand tassels to create a tactile texture. Colors range from champagne and platinum to lilac and electric blue.

The new Sea Shell Collection features covers in linen/cotton blend fabric and patterns embellished with mother of pearl.

And Safavieh is enhancing the Nature Collection with a new line of five butterfly patterns printed on covers of either 100% cotton or linen/cotton blends.

In pillows, the company is showing a new collection of art pillows with travel scenes and global icons printed on organic cotton covers. The collection includes 12 designs that can be mixed and matched. Safavieh's World Cultures collection features detailed repeat motifs as well as full size images such as the Eiffel Tower and European street scenes, the peacocks and elephants of India and the Moorish palaces of Andalusia.

Finally, in the newly developed bath rugs category, Safavieh is introducing two new collections.

The Plush Master Bath collection of 100% cotton will be sold in sets of two and features bold awning stripes, sculpted stripes and geometric motifs.

The Boston Bathmats collection includes a diamond motif in fashion colors with creamy white, including tangerine tango, coastal navy, bark brown and black. Boston Bathmats are packaged individually and crafted of 100% cotton.

"We are expanding our cotton bath rug collection with new looks that bring a custom designer look to the mid-tier market," Yaraghi said.