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SAFAVIEH CELEBRATES A CENTURY OF INNOVATION COMBINED WITH COMMITMENT TO THE CLASSIC RUG MAKER'S ART
Celebrating a Century of Style: the five Yaraghi brothers who own and operate Safavieh, (left to right standing): Michael, Darius and Arash; seated are Cyrus and Ahmad.
PORT WASHINGTON, NY -- The celebration of Safavieh's Centennial year represents an extreme rarity in the business world. Not only has it survived for a hundred years, it has prospered and changed and become a model for other family-owned home fashion businesses.
Safavieh has beaten virtually all the odds to survive in the 20th Century economy. According to Businessweek.com (2010), the average life span of a family-owned businesses is 24 years. About 40% of U.S. family-owned businesses turn into second-generation business, approximately 13% are passed down to a third generation and only 3% to a fourth.
The company is now owned and managed by the third generation of five brothers: Michael, Darius, Arash, Cyrus and Ahmad.
Considering the fact that Safavieh is part of the volatile home fashions business, it's even more amazing that the fourth generation of the company -- a group of ambitious Gen-Xers and Millennials -- are now learning the management ropes and bringing their own unique ideas to the company.
Early Years in Iran
In 1914, Safavieh was founded in Isfahan, Iran by Kazem Yaraghi. In 1936, his son, Hamid Yaraghi opened an antique furniture store in Isfahan. He joined the family rug business in 1951.
Hamid Yaraghi's five sons grew up with the rug business. “My brothers and I like to say our business acumen is inherited,†laughs Arash Yaraghi. “But truthfully, we were trained from early childhood in the artistic nuances of rugs woven in every Silk Road culture. We were mentored, but we were also encouraged to learn from our own experiences when we each joined Safavieh.â€
Under Hamid Yaraghi's direction, the company entered the export business, selling antique Oriental carpets to important U.S. dealers, and developing strong relations with New York City’s most noteworthy importers.
“I was good at languages, especially English, and was assigned at age 12 to do bills-of-lading after school,†Arash recalled. His affinity for English served him well: Five years later Arash realized a boyhood dream—his father’s blessing to attend college in the U.S.
1979 Iranian Revolution Opens New Opportunities
He studied at Case Western University in Ohio until the 1979 revolution in Iran shuttered the family business overnight. “My father called, and asked me to put my education on hold, and to help my brother Cyrus open a showroom in New York City, " Arash recalled.
By continuing his education in New York City at night, Arash was able to work with Cyrus to build Safavieh’s sales in the U.S. and eventually create a brand name, first as a supplier of antique Oriental rugs to interior designers, and then as wholesaler to dealers. After graduating from law school, Arash practiced law for six months to complete his degree requirements. He is admitted to the bar in New York and New Jersey, but has worked exclusively at Safavieh throughout his career.
When the 1978 revolution in Iran forced the Yaraghi family to shut down its business overnight, Cyrus was assigned the responsibility of establishing Safavieh in the U.S. in preparation for the emigration of his parents and siblings to America.
By the time the Yaraghi family had all left Iran and regrouped in New York, Safavieh was already making a name for itself.
Safavieh would not have become the respected global brand it is today without the five Yaraghi brothers who now run the company. But Cyrus credits his father’s and grandfather’s efforts as much as their own for the company's impeccable reputation .
“We will never compromise on the quality and integrity of our craft; that is a promise made by our grandfather to his customers nearly 100 years ago and upheld by my father when he was at the helm until 1979.â€
Growth through Diversification
While U.S. rug companies have traditionally opted for being either in the wholesale or retail business, Safavieh has incorporated both types of businesses since its early days in Iran. when Hamid Yaraghi opened an antique furniture store in Isfahan in 1936.
In 1988, Safavieh opened a12,000 sq. ft. Oriental rug gallery in Stamford, CT. and in 1994 Safavieh began wholesale private label furniture production for its retail stores.
In 1995, Safavieh's total home retail furniture galley made its debut in Stamford, CT with furniture and decorative accessories as well as rugs. Today, the company operates 10 retail rug and home furnishings and stores.
Safavieh began its licensing program in 2006 with Thomas O’Brien, a longtime customer. In 2007, the company introduced its Martha Stewart Rugs collection. In 2009 Safavieh Couture was launched featuring rugs by designers including Jamie Drake, David Easton, Suzanne Kasler and Thom Filicia. January 2011 marked the introduction of the Ralph Lauren and Lauren Ralph Lauren rug collections by Safavieh.
Maintaining the Essence of Craftsmanship
in the Modern World
One of the biggest challenges Safavieh faces is to maintain the essence of craftsmanship that makes the company great, and still maintain the saleability and accessibility necessary in the 21st Century," said Arash.
Arash Yaraghi is known primarily for his strategic planning and sales and marketing management, as well as his well-honed aesthetic. Cyrus Yaraghi is the wholesale division’s rug sourcing and design expert traveling around the globe to guide and direct Safavieh’s weaving operations.. Ahmad Yaraghi is also heavily involved in rug development and the retail side of Safavieh’s operations, while Michael Yaraghi is responsible for the 10 Safavieh Home Furnishings stores. Darius Yaraghi is chief financial officer and leads the company’s cutting-edge logistics and operations group.
Safavieh straddles both the Old World and the New with fine area rugs. “Our rugs are styled for today’s lifestyles, tastes and design sensibilities. At the same time, we have never forgotten our roots in the traditional rug-maker's arts.,†said Cyrus.
Safavieh Timeline: A Century of Style
Ancient city of Isfahan, Iran
1914
Safavieh is founded in Isfahan by
Kazem Yaraghi
1951
Hamid Yaraghi joins Safavieh to work alongside his father in the family rug business
1978
Arash and Cyrus Yaraghi open Safavieh. showroom at 32nd Street and Madison Avenue in New York City.
1979
Yaraghi family begins emigration to New York City to escape Iranian Revolution
Hamid and Ahmad Yaraghi
Arash Yaraghi
Ahmad Yaraghi
Michael Yaraghi
The Modern Era
1980
Safavieh introduces Pak Persian hand knotted rugs to designer market
1984
Safavieh opens antique Persian carpet and antique reproduction rug gallery on 59th Street and Third Avenue in New York City.
1986
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Safavieh introduces High Touch Tibetans carpet collection
1988
Safavieh opens 12,000 sq. ft. Oriental rug gallery in
Stamford, CT
1994
Safavieh begins wholesale private label furniture production for its retail stores
1995
Total home retail furniture galley debuts in Stamford, CT with furniture, decorative accessories as well as a vast assortment of rugs.
1997
Safavieh Home Furnishings begins building retail sales staff of interior designers
1999
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Safavieh moves corporate offices to ORICA building in Secaucus, NJ
2001
Safavieh introduces programmed Peshawar collection under Nomadweave label
2004
Safavieh moves corporate headquarters to Port Washington, NY in November to 100,000 sq. ft. facility housing administrative staff, sales, warehouse and a full showroom.
2005
Safavieh opens 50,000 sq. ft. retail gallery in Glen Cove, NY on November 1, and 30,000 sq. ft. retail gallery in Danbury Fair Mall on December 22, 2005.
1 Safavieh opens expanded showroom A-101 in Las Vegas Design Center and launches first wholesale stocking dealer furniture line at July Las Vegas Market.
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Safavieh enters machine-made rug category with indoor/outdoor rugs.
2006
Safavieh launches Thomas O’Brien licensed rugs.
Safavieh opens 100,000 sq. ft. flagship and signature retail gallery at Broadway and 20th Street in New York City in October.
Safavieh expands High Point showroom to 10,000 sq. ft. by taking over two additional showroom spaces.
Safavieh introduces collection of programmed Persian Sultanabad rugs utilizing production methods used in the mid to late 19th century
Safavieh introduces first machine-made indoor rugs with Lyndhurst collection
2007
Safavieh introduces Martha Stewart Rugs collection. Martha Stewart presents collection to standing-room-only crowd at AmericasMart celebration. Arash (left) and Cyrus Yaraghi introduce Martha Stewart to the rug industry.
Safavieh introduces first sustainable rug collections, Organica and Bohemian; sponsors AmericasMart Green Product Showcase.
2008
Safavieh debuts its first hand-tufted rugs for Martha Stewart, opening the lifestyle brand to a growing customer base across all price points.
Grand opening in March of 60,000 square foot lifestyle superstore in Livingston, NJ.
2009
In January Safavieh Couture debuts with licensed collections by interior designers David Easton, Jamie Drake, Suzanne Kasler and Thomas O’Brien
In April Safavieh introduces TV celebrity designer Thom Filicia’s indoor hand-tufted rugs and its first collection of sustainable recycled plastic outdoor rugs.
2010
Safavieh relocates to 13,000 square foot Atlanta showroom in AmericasMart, space 5-2-A. Grand opening celebration with Thom Filicia on January 8, 2010.
Safavieh introduces first decorative pillow collection in February at Las Vegas Market
Safavieh introduces first bath rugs at New York Home Fashions Market in March
2011
Safavieh unveils rug licensing program with Ralph Lauren and Lauren Ralph Lauren brands in Atlanta in January. Rugs debut at Ralph Lauren lifestyle store in London in September.
Safavieh announces new 150,000 sq. ft. warehouse in Fontana, CA, in February, a strategic move increases speed of drop-shipments to customers by 25%.
Safavieh introduces eco-friendly hemp and jute indoor rugs by Thom Filicia Home at October High Point Market
2012
Safavieh Enters Lighting Category with collection debut at Winter Las Vegas Market
This Old House names Safavieh Outdoor Rug to list of 100 Best New Home Products of 2012
Safavieh doubles its warehouse space in Easton, PA in July with the purchase of a 350,000 square foot facility to supplement its existing 320,000 square foot facility
2013
Isaac Mizrahi
Safavieh introduces Isaac Mizrahi New York Collection Rugs at July Atlanta Market.
Safavieh presents cross-category outdoor products including furniture, rugs and pillows at Las Vegas Market in August.
Safavieh Couture Furniture division is launched to serve luxury market.
Safavieh announces its first European distribution center and 100,000 square foot warehouse near Antwerp, Belgium
Safavieh opens 30,000 sq. ft. warehouse in Savannah.
Safavieh opens a second permanent showroom at AmericasMart Building 1, in space 5-C-1. The 3,000 sq. ft. space focuses on furniture and decorative accessories.
Safavieh expands decorative accessories offerings to include wall art, mirrors and garden stools.
2014
Safavieh Home Furnishings opens 20,000-foot retail gallery in Hartsdale, NY in February
In Farmingdale, Long Island, Safavieh Home Furnishings unveils first store exclusively sellin
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