Hellenic Rug Ramps Up Candice Olson Line

The focus by Hellenic Rug Imports during the July markets, in Atlanta and Las Vegas, will be on the Candice Olson collection and the brand's new Gallery program. "The huge success of the Candice Olson rug program," said Steve Mazarakis, Hellenic ceo, is driving a phenomenon of "destination shopping for her rugs" and her related home goods.

Mazarakis said Hellenic is seeking additional partners for its Candice Olson Galleries in markets throughout the U.S. and Canada. The recent addition of 16 new rugs to the collection completes the designer's color and design direction for this year and the first quarter of 2008. New designs and colors will be introduced next spring.

Olson is the star of her own cable television program, "Divine Design," which airs Thursdays at 9 p.m. on the HGTV channel.

Hellenic's national campaign will start this fall, and the company will support it with several efforts, including:

  • TV ads that feature Olson with the rugs and new Gallery retail format;

  • national print campaign in two major home decor magazines;

  • Candice Olson Rug Gallery display fixture, a 20-arm freestanding rack for 6-by-9 and 8-by-11 pieces;

  • in-store Rug Gallery lifestyle signage and brochures;

  • Incentives for retailers.

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