Safavieh Home Furnishings launches magazine
Retail Editor 2 -- Home Textiles Today, March 5, 2014
New York - Safavieh Home Furnishings, an upscale chain of 10 New York metro-based stores, has launched Safavieh Style, a consumer-targeted magazine.
The 108-page glossy magazine features homes designed by Safavieh Home Furnishings sales staff, all licensed interior designers. Following a shelter book format, the publication also includes home furnishings trend articles and product coverage of high-end furniture and rugs designed and produced by Safavieh under the Safavieh Couture label.
In the inaugural issue's first print run, 20,000 copies were sent to households with incomes over $200,000 in the 30-to-50 age bracket. An additional 20,000 copies will distributed at Safavieh Home Furnishings stores and to trade partners in the area.
"We targeted a higher demographic that is looking for someone better than the mass chains like Pottery Barn, Crate & Barrel, and Restoration. Our research showed that these consumers need to be reminded there is still an option at retail for high-end products - that we fill the void between mass-oriented furniture stores and trade-only showrooms," said Michael Yaraghi, principal at Safavieh responsible for the company's retail division.
Yaraghi said the objective of the magazine is to make people aware of Safavieh's capabilities in product and styling options and its interior design capabilities.
"By outlining the work of our designers we really draw attention to them and their skills. Our designers do so many beautiful homes and we wanted to find a tool that would showcase their talents to a larger audience," Yaraghi said.
"The magazine was also a great vehicle for showing people that we are a total home lifestyle concept and that we offer the complete spectrum of styles in our stores. Not just oriental rugs, but very cool contemporary rugs and not just traditional furniture, but transitional and modern as well. We also wanted to show that as a design resource, we can do everything in the home from flooring, to furniture, to lighting and accessories and I think that really comes across in the magazine," he said.
Yaraghi said a secondary objective of the magazine is to showcase vendors and the product they make.
"We wanted to remind people that there was once a time when furniture was something people were proud of and quality was the focus. In the magazine, we showcase vendors who produce the highest quality furniture, much of it still made in the U.S. These are custom pieces that have endless options that people could really make unique to their homes."
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