Safavieh launching garden stools, upholstered headboards
Jane Kitchen -- Home Accents Today, December 9, 2013
Home décor vendor Safavieh is entering a pair of new categories during the winter market season.
Featuring a graphic chevron in black and white printed cotton blend, the Ziggy Headboard by Safavieh will instantly transform a bedroom with hip modern style. Retail for Full and Queen sizes: $299
The Port Washington, N.Y.-based rug and home accessory manufacturer is debuting indoor/outdoor ceramic garden stools and upholstered headboards.
The new collection of garden stools will include 21 styles in multiple colorways for a total of 52 SKUs.
"We tested our garden stool program in key customer previews earlier this year, and the reaction was extremely positive. We are now we are projecting significant growth in the category in tandem with our complete range of outdoor offerings, including rugs, furniture and accent pillows," said Jonathan Yaraghi, general manager of the company's furniture division.
Officials say the rollout of garden stools builds upon Safavieh's mission to offer consumers every home furnishings product they need to create a total lifestyle looks.
"Increasingly, consumers are gravitating to products that transition from outdoor to indoor use. Garden stools have always been an inside-out decorator product, but we are now seeing more and more of our outdoor seating and rugs being used inside the home because of their high fashion and easy care properties," Yaraghi said.
Safavieh will introduce garden stool designs from classic Oriental hand-painted motifs to Moroccan-inspired and contemporary silhouettes at the upcoming winter markets. The stools are made in China of hand-glazed ceramic, and include metallic finishes in addition to fashion colors. Suggested retails are $198 to $251.
The upholstered headboard program includes 11 styles in 105 SKUs according to Yaraghi. Every design is offered in full and queen sizes and is stocked for quick-ship UPS delivery direct to consumers from the company's six warehouses across the U.S.
"Based on our consistent solid growth in fashion-forward upholstered seating since we launched that program five years ago, we are projecting that fully upholstered headboards by Safavieh will be well received at the retail and consumer levels. Our strategy is to dominate the category with designer styling and fabrics at attractive price points for fashion-savvy consumers. We are marketing our headboards to this segment as decorating solutions that make it easy to update or transform a bedroom without buying new case goods," Yaraghi said.
Safavieh will introduce upholstered headboards in contemporary, transitional and traditional styles covered in linen, velvet, ultra suede and blended fabrics in programmed solids and prints. Silhouettes include wingbacks, arches and straight-lined designs, many with button tufting or quilting and elaborate nailhead treatments. The headboards are made in China with retail prices ranging from $249 to $399.
Previews to key customers have been extremely encouraging, and we are in the process of adding twin and king size headboards in time for High Point Market this spring," Yaraghi said. "With the success of our upholstered vanity chairs, benches, storage ottomans and decorative screens for the bedroom, headboards were a natural extension. We are using many of our running line upholstery fabrics for the new headboards for easy coordination at retail."
The garden stools will be on display in the company's AmericasMart Space 5-A-2 during the Jan. 7-14 Atlanta International Gift & Home Furnishings Market. Both new category groups will be in Safavieh's World Market Center A-101 during the Jan. 26-30 Las Vegas Market.