NEW YORK - The first Laura Ashley licensed rugs produced specifically for sale in North and South America were unveiled by Creative Home Ideas during this week's New York Home Fashions Market. Before the opening bell on Monday morning, the collection had already been previewed by key retailers and online programs underway with a major national specialty chain and home improvement retailer, the licensing partners told RugNews.com.

"We have 55 appointments; 12 on Thursday which is unprecedented for us. Customers are even asking for appointments on Friday," said Yaron Shemesh, executive vice president, Creative Home Ideas. The comprehensive initial collection includes accent rugs (40 skus), bath rugs (25 skus) and kitchen wellness rugs (20 skus). Area rug corner samples were shown in N.Y., but production samples of hand hooked, hand tufted and printed area rugs are expected to be available in six months. Outdoor rugs and mats are slated for introduction at the Home Fashions Market in September.

"We are thrilled with Creative Home's fresh interpretations of our iconic floral designs and signature styling. The rug collection expands on our existing home furnishings categories with distinctive, beautifully crafted looks that are both luxurious and affordable," said Penne Cairoli, president, Laura Ashley, Inc.

A special-developed microfiber machine woven area rug quality retails at $399 to $499 in 5x8. Accent rugs are priced from 24.99 to $49.99, bath rugs from $14.99 to $39.99. 

"Rugs in this collection go well beyond the bedroom. In color and scale they are designed to work in every room in the home," said Katrina Moffett, creative manger, Laura Ashley Inc. The new designs include both classic and contemporary styles in a mix of bold prints and traditional looks designed for generations of Laura Ashley customers.  

"It took three to six months of intensive work pouring through Laura Ashley's design archives and then reinterpreting them for rugs for the U.S. market. This is the first time our company has been involved in licensing, and we invested a lot of time into getting the right mix of fashion and classic Laura Ashley into the designs," Shemesh said. Rugs in all categories are produced at Creative Home Ideas two factories in China. 

Laura Ashley apparel, home furnishings and accessories are sold in more than 23,000 retail doors and in over 400 global branded stores.

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