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Safavieh adds to its collection

Port Washington, N.Y. - Safavieh, maker of upscale area rugs, is launching a series of new collections, patterns and colors at the New York Home Fashions Market that hit a variety of price points in hand-knotted, hand-tufted and hand-loomed as well as machine-made constructions.

For retailers in search of "exclusivity and value at the high end," the company said it is offering its new Tiffany Collection donning patterns inspired by the works of the late textiles designer and artist William Morris. As the collection's name suggests, its styles draw from stained glass colors. The rugs are hand knotted of 100% vegetable-dyed wool and are made in Pakistan of a new proprietary weave that is tighter than a traditional Peshawar. Tiffany collection rugs are set to retail for $2,970 for a 6-by-9.

To its popular Soho collection, which features high-quality hand tufting in New Zealand wool, Safavieh has added 10 new designs in new colors and sculpted patterns. Many of the designs in Soho are accented with viscose for luster with outline patterns that further highlight the softness of the wool. The collection is hand-tufted in India, and includes standard sizes as well as a runner and a 5-square foot rug. The new Soho designs are to retail at $360 for a 5-by-8.

Safavieh pairs fashion with value into its new Paradise collection, a high-low combination of chenille loop and cut pile for a soft and comfortable look of hand-knotted rugs. Following the launch this past summer, the company has added five more designs to this 100% viscose collection of power-loomed rugs. Paradise is made in Belgium, with patterns ranging from traditional Wilton designs to free-flowing florals and pop art abstracts. Retails are set at $315 for a 5-by-8.

South Hampton, a hand-loomed collection set for official launch in October at High Point, will be available for preview in New York. Made of a blend of polyester, wool and cotton, these rugs cater to a younger sophisticated customer. It features ombre colorations, solid neutrals, and patterns with weaves inspired by couture sisal rugs. South Hampton rugs are priced to retail for $360 for a 5-by-8.

Finally, for the kids, the company is re-introducing its recently launched Safavieh Kids line. Expanded for market, this program comprises hand-tufted rugs made in India of high-quality New Zealand wool. They are priced at $400 in the 5-by-8.

Safavieh's New York showroom is at 153 Madison Avenue at 32nd Street. Breakfast and lunch will be served daily, from September 12 to 17, for visiting customers.

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