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Safavieh hits home run on Target.com

Minneapolis - During Target’s first quarter, home was a highlight on the company’s e-commerce site, driven in part by a recent partnership it forged with high-end home furnishings design house Safavieh.

Kathee Tesija, evp, merchandising and supply chain, said this morning during Target’s earnings call that the company aligned with Safavieh to expand its higher-bracket product offering in home – and so far it has proven a good move.

“Home is already one of our fastest growing online categories, and while we feel good about our opening price point offerings, we believe we can more fully serve guests at higher price points,” she said.

To begin addressing that opportunity, Target.com in March launched more than 2,500 new furniture, rugs, lighting and soft home items from Safavieh – many of them “only at Target” exclusives.

Recognizing Safavieh as “a brand that online guests recognize for having great style at an accessible price,” Target selected the family-owned-and-operated company as its “anchor” for its recent spring home sale event “and we showcased them on our Target.com homepage.”

To date, Target is “happy with early sale results.”

So is Safavieh, Jonathan Yaraghi, director of home furnishings, told H&TT.

“Our look right now caters to young and exciting customers, and we want them to find our products at places like Target,” he said. “Target does a great job of showing our band and explaining our products to their guests.”

Following the spring sale, Safavieh’s assortment remains prominently featured in Target’s online “Brand Shop” and is divvied into five lifestyle vignettes to appeal to customers’ décor styles – Young Contemporary, Classic Townhouse, Country Chic, Cottage Retreat, and Eclectic Sophisticate.

Safavieh’s Target assortment represents the manufacturer’s mid-tier line. “But for our Target products we make sure to incorporate a lot of high-end characteristics because their guests are responding to high fashion looks in new and exciting colors.”

Rugs have been a particular highlight, especially hand-tufted wool varieties in an assortment of sizes, from area to room size. Outdoor rugs have also been a favorite to date.

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