Designer brand will include upholstery, case goods, accent furniture
This article was originally published at Home Accents Today.
Oct. 1, 2014 - Rug and furniture manufacturer Safavieh has launched a new designer furniture line. Named Safavieh Couture, the new wholesale collection will be shown for the first time during the upcoming October High Point Market.
Seventy-five pieces representative of the 500-SKU introductory line will be displayed, including Safavieh Couture upholstery, case goods and accent furniture, with styles ranging from contemporary to transitional to traditional. Safavieh-branded rugs and lighting will also be on display in the showroom (Suite 117 in Historic Market Square), which has been redesigned for market.
“The new Couture furniture line is the next step in our effort to diversify our wholesale business with total home decorating solutions,” said Arash Yaraghi, a Safavieh principal. “At the request of interior designers and retail customers across the country, we are now bringing to market nationally the upscale private label furniture that has previously been sold exclusively through our retail stores in the metropolitan New York region.”
Safavieh Couture sofas retail from $1,995 and upholstered queen beds at $1,895. Most of the collection is produced in China and Vietnam. “There is no one ‘Safavieh Couture’ style,” according to a brand statement from the company. “Instead, we focus on exquisite details such as metallic, hand-rubbed and faux finishes. Our fabrics are timeless and classic: natural leathers and animal hides, organic linen, and luxurious silks and velvets, but they are also fashion-forward in color and design. We use beautifully grained marble, fine and repurposed woods, forged iron, all worked by master craftsmen.”
“Owning retail galleries in Manhattan, Long Island, New Jersey and Connecticut afforded a unique opportunity to test market all types of furniture and accessories, and we learned from experience what sells to the urban sophisticate versus the casual suburban consumer,” said Michael Yaraghi, president of Safavieh Home Furnishings, noting that the retail group began producing private label furniture in 1986, initially focusing on traditional French and English designs made in Europe. “As our customers’ styling preference skewed more toward transitional and contemporary styles, we expanded into those categories with production in Asia as well.” Michael Yaraghi has directed design and production of the collection since its inception.
For the new wholesale brand, sales and production will now be handled by Darioush Yaraghi, general manager for Safavieh Couture.
“Our product development and design benefit greatly from feedback from the affluent consumers and interior designers who patronize our stores,” he said. “And on the wholesale side, we have an edge because of our strength in logistics, and our distribution centers strategically placed in California, Georgia, Pennsylvania and New York. While furniture, decorative accessories and rugs branded with the Safavieh label are all drop-shippable, the Couture line will be offered exclusively with white glove delivery.”
Safavieh has added numerous product categories over the last several years, most recently adding decorative throws to its offerings earlier this month at the New York Home Fashions Market.