Safavieh Enters Upholstered Headboard Category
December 9, 2013,
Safavieh's Ziggy Headboard
PORT WASHINGTON, N.Y.-Safavieh will add upholstered headboards to its growing mix of cross-category home furnishings products with a program to be launched at Las Vegas Market, Jan. 26-30, 2014.
The program includes 11 styles in 105 SKUs in contemporary, transitional and traditional styles covered in linen, velvet, ultra suede and blended fabrics in programmed solids and prints. Silhouettes include wingbacks, arches and straight-lined designs, many with button tufting or quilting and elaborate nailhead treatments. The headboards are made in China and retail prices range from $249 to $399.
"Based on our consistent solid growth in fashion-forward upholstered seating since we launched that program five years ago, we are projecting that fully upholstered headboards by Safavieh will be well received at the retail and consumer levels," said Jonathan Yaraghi, general manager of the company's furniture division. "Our strategy is to dominate the category with designer styling and fabrics at attractive price points for fashion-savvy consumers. We are marketing our headboards to this segment as decorating solutions that make it easy to update or transform a bedroom without buying new case goods."
The new products will be on display at the company's showroom in World Market Center A-101.