Mizrahi Teams with Safavieh for Furniture, Rugs, Lighting, Dec Pillows

By Andrea Lillo

Designer Isaac Mizrahi will bring his bright and happy design sensibility to the furniture, rug, lighting and decorative pillow categories next year, as Xcel, which owns the Isaac Mizrahi New York brand, has inked a deal with Safavieh to manufacture and distribute products for the brand in these categories.

The Isaac Mizrahi New York collection will consist of a better-best, multi-tiered program that will target better department stores, furniture stores, high-end catalogs and online retailers. It will launch to the industry at January's Las Vegas Market, and then debut at retail in the spring.

"The right home makes for a happy life," Mizrahi said. "I believe that if a person surrounds themselves with light, happy, wonderful furniture, rugs, lighting, etc., they will have a light, happy, wonderful life!"

Mizrahi's Safavieh collection joins a portfolio of renowned designers that license with Safavieh: Martha Stewart, Ralph Lauren, Thomas O'Brien, Thom Filicia, Suzanne Kasler, Jamie Drake and David Easton. However, Mizrahi is the company's first licensed foray outside the rug category.

"Safavieh is thrilled to collaborate with Xcel Brands and Isaac Mizrahi," said Arash Yaraghi, principal, Safavieh. "We will bring Isaac's taste and style to consumers' homes with beautiful designs for furniture, rugs, lighting and decorative pillows. Isaac has cleverly taken the best of his bold, contemporary fashion and color philosophy and translated it into timeless, cosmopolitan looks that people will want to continue into their homes."

Safavieh expanded into the lighting category earlier this year and decorative pillows last year.

Isaac Mizrahi launched into the home earlier this year, with Xcel securing licenses for Isaac Mizrahi New York in dinnerware, glassware, flatware, cookware and bakeware with Gibson Overseas; table linens with Bardwil Industries; bedding, bath and accessories with Jay Franco & Sons; picture frames with Isaac Jacobs International; and window treatments with Regal Home. These programs are scheduled to hit retail this fall.

"I am very excited to partner with Safavieh to launch our furniture, rug and lighting collection," Robert D'Loren, chairman and CEO, Xcel Brands, Inc. said. "This license is a cornerstone of our home business."

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.


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