Safavieh forges alliance with Sustainable Furnishings Council
Retail Editor 4 -- Home Textiles Today, April 17, 2013
Port Washington, NY - Safavieh has become a new member of the Sustainable Furnishings Council.
The company is making the move in conjunction with its launch this weekend of several sustainable rug collections at its showroom, in Suite 120 Historic Market Square, during High Point Market.
"Consumer response to our eco-friendly rugs has been very positive, and we will continue to develop new and exciting weaves and designs using natural fibers to meet the growing demand for sustainable home furnishings," said Arash Yaraghi, Safavieh principal. "We admire the great strides SFC has made within our industry, and look forward to working with them to help promote sustainable products and practices across all levels of the supply chain."
Safavieh is expanding its power-loomed Natural Fibers collection from India with 12 additions in a variety of designs using sisal, jute or sea grass. Featuring new fashion colors and multicolored heathered yarns in chunky textures, these rugs are marketed in four series: 100 Series rugs, 400 Series, 500 series, and the new 700 series.
Safavieh's Bohemian collection has five new hemp rugs in geometric transitional designs hand-knotted in India. The rugs are vegetable dyed.
The Organic collection has three new cut and loop designs hand knotted of jute in India.
The Tangier collection has five new designs inspired by Beni Ourain wool carpets of Morocco. Tangier rugs are hand knotted in India using the classic Moroccan weave in a blend of natural hemp and wool yarns.
Safavieh has also built its stable of eco-friendly rug collections since the launch of its Thom Filicia line of outdoor rugs made from recycled soda bottles in 2009. A SFC DesignGreen Leader, Filicia's newest collection for Safavieh is a series of vegetable-dyed hemp and jute rugs hand-knotted into subtle ikat patterns.
Another Safavieh licensing partner, designer Thomas O'Brien, launched a sustainable jute and hemp collection at the January, 2013 Atlanta Rug Market.
Yaraghi noted that demand for natural fiber rugs has grown in tandem with rapid growth of Internet sales of the rug category as a whole.
"The casual textures and natural colorations appeal to consumers visually, the look is easy to imagine in one's own home, and the Internet allows us to tell the sustainability story in copy," he said.
Industry Related Content
Celebrity Branding at NY Home Fashions Market