Safavieh to make Martha Stewart area rugs.(agreement with Martha Stewart Living Omnimedia Inc. )
Home Textiles Today, May, 2006
NEW YORK -- On the heels of its partnership with designer Thomas O'Brien, upscale area rug company Safavieh has inked a second major licensing partnership--this time with lifestyle guru Martha Stewart.
The multi-year agreement between Martha Stewart Living Omnimedia Inc. and Safavieh calls for a new line of Martha Stewart-branded area rugs to be introduced in January during the Atlanta International Area Rug Market, and ready for retail for spring 2007.
The MSLO design team, under the guidance of Stewart, is creating the designs for the collection, and Safavieh is manufacturing the rugs, which include handmade and machine made varieties as well as wire-loom rugs to met more competitive prices.
The retail price points are expected to...
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