Safavieh to make Martha Stewart area rugs
By Staff -- Home Textiles Today, 4/24/2006 1:43:00 PM
New York – On the heels of its partnership with designer Thomas O’Brien, upscale area rug company Safavieh has inked a second major licensing partnership – this time with lifestyle guru Martha Stewart.
The multi-year agreement between Martha Stewart Living Omnimedia Inc. and Safavieh calls for a new line of Martha Stewart-branded area rugs to be introduced in January during the Atlanta International Area Rug Market, and ready for retail in spring 2007.
The retail price points are expected to range from $200 to $3,000 and above, depending on construction, which will include handmade and machine-made varieties as well as wire-loom rugs to meet more competitive prices. Target retailers include independent furniture and rug stores as well as major department stores.
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