Safavieh digs into shag
Retail Editor 2 -- Home Textiles Today, July 22, 2013
Port Washington, NY -- Upscale area rug and home furnishings house Safavieh is set to launch a major shag rug merchandising program spanning 23 collections later this month during the Las Vegas Market, July 29-Aug. 2.
Eager to be "the category leader in shag area rugs," Safavieh's new offering represents a doubling of rthe company's shag line, with 12 completely new collections and 11 expanded with new colorways and patterns. All are designed to address multiple retail channels and appeal to a broad range of consumers and price point preference.
Safavieh will present the line from its showroom in space A-101 at the Las Vegas World Market Center.
"We have designed multiple collections that are styled and priced to make us the go-to source for customers in every distribution channel. The criteria we set for each line in the program deliver quantifiable competitive advantages at retail in both value and fashion," said Arash Yaraghi, a Safavieh principal.
The multi-tiered program includes shag rugs suited for brick and mortar and online distribution, including designer showrooms, area rug dealers, furniture and department stores, floor covering specialty stores, discounters, home improvement and warehouse clubs. Prices range from $236 to $880 in the 5-by-8-inches size.
Marketed under the Safavieh Shag name are 15 collections. These include solid-colored shag rugs in various pile heights, yarn thicknesses and gram weights. Solid color collections are hand-tufted or power loomed, in acrylic, polyester and polypropylene yarns and include Classic Shag, Classic Ultra, California Shag, Paris Shag, Monterey Shag, and Carmel Shag.
The Safavieh Shag brand also features three sculpted shag collections. The new 3-D Shag line from Safavieh includes artfully sculpted rugs, in patterns from diamond motifs to channel stripes and waves in fashion's newest colors for home decor. Made of polypropylene yarn, 3-D Shag rugs are hand-tufted. Retail is $360 for 5-by-8-inches.
Other sculpted shag collections include Florida Shag with patterns created from a raised high and low pile. Designs range from abstracts to animal prints, floral and vine motifs, damask swirls and scrolls. Power loomed of polypropylene, Florida Shag retail at $236 for 5-by-8-inches. The Miami Shag collection references Art Deco, pop art and graphic forms in sculpted shags power-loomed of polypropylene, and the average suggested retail is $305.
Also debuting in the Safavieh Shag range are Art Shag, a selection of boldly-colored modern art designs power loomed of acrylic pile in Turkey (priced to retail for $240), and the hand-tufted Rio Shag, which has over tufted synthetic fabric cutouts in taffeta and sheer textures creating a novelty shag surface. Retail is $240.
Safavieh's first Flokati shag rug will be unveiled at Las Vegas Market, as will the Rhapsody, Malibu, and South Beach shag collections. New designs and colorways have also been added to the Manhattan, Tribeca
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