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Southern Living Brand in Broad Debut

Southern Living magazine will begin rolling out a branded home collection under licensing agreements with Pem America, Hellenic Rug and Bailey Street.

Hellenic is launching a Southern Living Home collection of rugs at the Atlanta Market this week. The collection features traditional and transitional designs, plus a group of indoor/outdoor rugs. Styles are: Westover, Birmingham, Rosedown, Ashton, and Low Country. Retails will range from $249 for smaller outdoor rugs to $599 for the larger, 5-by-8 indoor wool rugs.

Also making its debut in Atlanta: slipcovers from Bailey Street in 25 fabric styles, tailored for a custom fit on one of three furniture options: a parsons dining chair, slipper chair, and bench.

At the Las Vegas Market, Hellenic and Bailey Street will each host kick-off parties for Southern Living Home in their respective showrooms on July 28.

In December, select Kohl's stores will debut three Southern Living Home bedding ensembles by Pem: Southern Seasons, a casual botanical print accented by a softened red ground; Callaway, offering a southern floral pattern with cream hydrangeas and neutral colors; and Lilly Haven, which uses layers of texture to highlight the white combined with sage green.

"Each of our partners has done an incredible job of taking what our editors are seeing in homes across the country and translating it into a product that all of our readers can afford and enjoy," said John Floyd, Southern Living editor-in-chief.

The magazine will launch an informational website at southernlivinghomecollection.com on Aug. 1, with a full e-commerce site planned soon thereafter.

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