Safavieh Focuses On the Great Outdoors
July 26, 2012,
Looking to offer fashion and color both indoors and out, Safavieh is set to expand its outdoor category at the summer markets, adding the outdoor furniture and outdoor decorative pillow categories, as well as bolstering its indoor/outdoor rug offerings. It launched three new indoor/outdoor rug collections and an outdoor pillow group and added to its Courtyard collection at the recent Atlanta International Rug Market, and at this month's Las Vegas Market it will introduce patio sets and outdoor chair sets.
"The results are consistent: consumers want fashion patterns and colors in outdoor rugs so they can use them indoors and outside the home from front porch to poolside," said Arash Yaraghi, a principal of Safavieh, adding that consumers are using them in such places as under kitchen and dining tables for easy clean up, in gazebos or in rooms for pets and more. "We have tracked continued steady growth with our outdoor rugs throughout the recession, and are projecting even greater consumer demand in 2013."
In Atlanta, the company debuted 20 new designs to its flagship Courtyard collection of outdoor rugs, as well as launched the Beach House, Four Seasons and Veranda collections. With 30 patterns, the new Four Seasons hand-hooked collection has large loops creating painterly floral motifs from traditional chintz designs to Suzani patterns. In a four-color antiqued version of the company's three-color Courtyard collection, the new Beach House collection will launch with 12 traditional Oriental carpet designs, including Oushak, Peshawar and Sumack motifs. Another version of the sisal-look Courtyard collection, the Veranda collection features a large loop and soft hand more like that of indoor rugs, the company said, and includes 15 transitional and contemporary patterns.
The company's initial outdoor pillow line consists of seven solid colors. The pillows have a fiber-fill and are covered in a weather-resistant, UV-protected polyester fabric.