Mohawk Unveils 'Vera Paints a Lifestyle' Rugs
By Staff -- Home Textiles Today, 9/16/2008 12:00:00 AM
At the New York Market —
The Vera Company, a lifestyle brand based on the work of American artist Vera Neumann, is launching at market a collection of woven and printed rugs with its newly signed partner, Mohawk Home.
The collection, Vera Paints a Lifestyle, taps looks drawn from an archive comprised of more than 7,000 copyrighted designs stemming from Neumann's signature works that started in 1947.
"Vera's designs are bold, happy designs, and Tracy Pruitt, Mohawk's director of design, has done a great job of interpreting the art," said Susan Seid, president and owner of The Vera Company, established in 2005. "We are excited to have Mohawk Home as a partner in introducing Vera's art to a whole new generation of consumers."
The Vera Company has recently expanded its breadth of product licensees within the home textiles industry. In June the company launched a home division and named Kathy Haffamier — a 30-year veteran of the home décor industry — as vp of home. Since then it has signed on Central Islip, N.Y.-based Creative Bath Products as the Vera Company licensee for bath coordinates and table linens.
"Vera was a pioneer in cross-licensing in the home decorating industry and Mohawk was one of Vera's original licensees," Haffamier said. "That makes them special to us. We are having great success in all categories where we have sought licensees."
She said the Vera Company expects to make another new home product licensee announcement soon. "Although the licensing opportunities are almost endless, my next goal is to find the right partners to license bedding and tabletop," she added.
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