NEW YORK – Safavieh Home Furnishings, a chain of 10 stores in New York, New Jersey and Connecticut, has premiered Safavieh Style, its first consumer-targeted magazine. The magazine made its debut at a launch party on Thursday,  February 27, 2014, at the retailer’s flagship store at 902 Broadway in Manhattan.  .  

The 108-page glossy magazine features homes designed by Safavieh Home Furnishings sales staff, all licensed interior designers. Following a shelter book format, the publication also includes home furnishings trend articles, and product coverage of high-end furniture and rugs designed and produced by Safavieh under the Safavieh Couture label. 

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

“We targeted a higher demographic than national mass chains. 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 two pronged: “First, we wanted to make people aware of the capabilities that Safavieh has, not only in terms of product and styling options, but also the interior design capabilities at Safavieh Home Furnishings stores.  By outlining the work of our designers we really draw attention to them and their skills. Our designers do so many beautiful homes and we wanted to find a tool that would showcase their talents to a larger audience.” 

“The magazine is also a great vehicle for showing people that we are a total home lifestyle concept and that we offer the complete spectrum of styles in our stores. Not just Oriental rugs, but very cool contemporary rugs and not just traditional furniture, but transitional and modern as well. We also wanted to show that as a design resource, we can do everything in the home from flooring, to furniture, to lighting, and accessories and I think that really comes across in the magazine,” Yaraghi added. 

“A secondary objective of the magazine was to showcase our vendors and the beautiful product they make. It’s no secret that the furniture industry has undergone a tremendous change over the last decade. Furniture has become more of a commodity product that is mass produced and less unique. We wanted to remind people that there was once a time when furniture was something people were proud of and quality was the focus. In the magazine, we showcase vendors who produce the highest quality furniture, much of it still made in the US. These are custom pieces that have endless options that people could really make unique to their homes.” 

“This magazine is a statement to bring people back and to have them realize that they can have beautiful homes decorated with quality furniture that reflects their own personal style and tastes,” Yaraghi explained.

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