Under the new exclusive license agreement signed with Ralph Lauren Home, a division of Polo Ralph Lauren Corporation, Safavieh will produce area rugs under both the Ralph Lauren Home and Lauren Ralph Lauren Home brands, effective January 2011.
Arash Yaraghi, principal, Safavieh, stated that the main objective is to develop luxury area rugs infused with the spirit of the Ralph Lauren brand, addressing a complete range of lifestyles to further complement the pieces within the Ralph Lauren Home collection.
The new line up of products will include handmade and machine-made rugs in a full range of sizes and styles. The first collection is scheduled to be launched in January 2011 during the Atlanta International Rug Market.
Safavieh Couture, the company’s umbrella term for the rug company’s collection of designer brands, also includes Martha Stewart, Thom Filicia, Thomas O’Brien, Suzanne Kasler, Jamie Drake and David Easton. It was launched during the January 2009 International Area Rug Market in Atlanta.
