Safavieh to Launch Home Accents Showroom in AmericasMart

December 18, 2012HFN Staff

PORT WASHINGTON, N.Y.--Safavieh will open a second permanent showroom at AmericasMart Building 1, in space 5-C-1. Located across the aisle from its current showroom in 5-A-3, the new 3,000-foot space will highlight the company's growing line of accent furniture, lighting and decorative pillows, as well as display newly introduced product categories such as wall art, mirrors, barware, garden stools and outdoor furniture.

"The timing of AmericasMart's integration of lifestyle home furnishings with area rugs in Building 1 is right in line with our own strategic marketing goals," said Cyrus Yaraghi, principal, Safavieh. "Retail needs are changing, and buyers are now responsible for multiple product categories. We have become a cross-category manufacturer to meet the needs of our customers and our showroom space will reflect that."

Last January, the company debuted its lighting line, which has grown from 45 to more than 200 SKUs, said Jonathan Yaraghi, general manager of Safavieh's furniture division. In addition, "initial response to wall art and mirrors has been very positive, and we expect to grow these collections significantly. We took this new space because our customers wanted it. They are looking to us for total home and they want to merchandise the Safavieh brand the way consumers decorate their homes," he said.


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