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Safavieh launches consumer-targeted magazine

Magazine features designs of Safavieh staff

Safavieh Home Furnishings launched their first consumer-targeted magazineSafavieh Home Furnishings launched their first consumer-targeted magazine
On Feb, 27, upscale furniture retailer, Safavieh Home Furnishings, launched Safavieh Style, a consumer-targeted magazine. Safavieh Style, the retailer's first magazine for consumers premiered at a launch party at the retailer's flagship store in Manhattan.

The 108-page magazine features homes designed by Safavieh Home Furnishings staff and includes home furnishings trend articles and product coverage of high-end furniture and rugs designed and produced under the Safavieh Couture label.

40,000 copies of the inaugural issue's first print run were printed, 20,000 copies were sent to households with incomes over $200,000 in the 30-to-50 age bracket and the additional 20,000 copies are currently being distributed at Safavieh Home Furnishings stores and to trade partners in the tri-state area.

Safavieh chose to target a higher demographic in order to attract an audience that is looking for something that is higher quality than mass chains like Potter Barn, Crate & Barrel and Restoration Hardware. "Our research showed that these consumers need to be reminded there is still an option at retail for high-end products - that we fill the void between mass-oriented furniture stores and trade only showrooms," said Michael Yaraghi, principal at Safavieh responsible for the company's retail division.

Yaraghi said the objective of the magazine was to alert customers of the interior design capabilities of the Safavieh staff, who are all licensed interior designers, and to showcase vendors and their products.

"We wanted to remind people that there was once a time when furniture was something people were proud of and quality was the focus," Yaraghi said. "In the magazine, we showcase vendors who produce the highest quality furniture, much of it still made in the U.S."

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