SAFAVIEH LOFT PROGRAM WILL DEBUT WITH RUGS AND FURNITURE IN LAS VEGAS

PORT WASHINGTON, NY -- Safavieh Home Furnishings has added a rug component to its new Safavieh Loft program. The furniture and rug program will  be introduced at next week's Las Vegas World Market, showroom A-101.

The new program will help furniture stores enter the rug business, according to Safavieh.

"We have added a prepackaged selection of furniture-friendly rugs that have been chosen for dealers who are new to the category but want to give their customers a total decorating option,€VbCrLf explained Cyrus Yaraghi, a company principal.

The Loft program features a broad range of  home furnishings and rugs which wholesale from  $190 to $3,000.

The rugs selected are proven best sellers from the Safavieh line and have been chosen because they are complementary to the furniture, much of it with unique painted finishes, he added.

Safavieh has added a rug component to its Loft furniture program. For example, the blue and gold palette of the rug above coordinates with the finish of the Safavieh painted dresser.

The Safavieh Loft program is based on a dealer commitment to a 500 sq. ft. display space and $15,000 opening order on furniture.  Retailers are also being offered  several incentives,  including a one-time sample discount equivalent to 15% off dealer list prices, 60 days dating with approved credit, and preferred dealer freight rates.

While rug orders are not required, all Safavieh furniture categories must be represented, including walls and commodes, casual dining, occasional, and leather must be purchased to qualify for the program. Safavieh is providing sales aids, point of purchase material and in-store sales training for Safavieh Loft retailers. Joseph Murphy, Safavieh's national display and design director, will oversee design of the loft displays for qualified customers, Yaraghi said.

In both furniture and rugs, styles range from classic reproductions to ultra modern designs. 

According to Yaraghi, Safavieh has conducted extensive consumer preference studies to determine the best-selling rugs and furniture in each region. "Those differences are powerful, and have been addressed in product development and color forecasting," he said.

In addition to Safavieh Loft, the furniture division also announced a Stocking Dealer Program which requires a $5,000 opening order. A $10,000 purchase of in-stock product earns a 10% discount from Safavieh's dealer price list. Retailers can mix product on containers, but merchandise must be from the same factory and country.

An interior designer program, requiring a $1,500 opening order, will also be announced in Las Vegas.

Safavieh Home Furnishings is the furniture wholesale division of Safavieh. Both the rug and home furnishings division will be showing at space A-101 at the Las Vegas World Market Center.

 07.27.07