Safavieh, Ralph Lauren Home to launch outdoor rug line
Home Accents Today Staff -- Home Accents Today, October 14, 2013
A classic for Ralph Lauren Home, this nautical pattern is updated for indoor-outdoor use and offered in four new colors by Safavieh. Using fade resistant, easy to care for polypropylene, this rug is crafted in the texture of kilim flatweave carpets.
The initial collection of outdoor rugs will consist of 10 new SKUs using a kilim flatweave technique and will be available at retail in Spring 2014 with an expanded collection scheduled for later in the year.
"Ralph Lauren pushed the envelope, creating a unique, high-end look in indoor-outdoor rugs that will bring unprecedented luxury to the category," said Arash Yaraghi, a Safavieh principal. "The result is a true hand-woven kilim flatweave using extremely soft polypropylene yarns that mimic wool in both the warp and weft of the rug."
The new collection of indoor-outdoor rugs is designed with layering in mind, a defining characteristic of Ralph Lauren Home. Playing with the scale of these graphic motifs offers a modern interpretation of two of Ralph Lauren's top lifestyles: the American West and the Coast. The assortment is woven in India and available in standard sizes from 2x3 to 9x12. Retail for the 5x8 size is $440.
"Visually, it is impossible to distinguish between the new polypropylene rugs and wool kilims. Therefore, the collection will be marketed as indoor-outdoor, and we are projecting sales for indoor use in high traffic areas to be very strong," said Yaraghi, noting that the specially-enhanced polypropylene provides all the easy-care and weather resistant attributes of Safavieh's best-selling outdoor rugs.
The new collection will be presented by appointment in Safavieh's Market Square 120 showroom. Safavieh will also host daily cocktail receptions in celebration of the new line at 4:30 p.m. as well as serving breakfast and lunch daily during market.
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