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High Point, Show Recap

Safavieh Revamps Trade Showroom Strategy, Introduces New Designer-Focused Concept at HPMKT

The home furnishings and decor company is revamping its to-the-trade showroom approach and debuted the new concept targeting interior designers at High Point Market.

Carol Tisch
10/21/2021
showroom display featuring abstract rug and tribal design with round armchair
Safavieh's High Point showroom showcases its Couture furniture line and high-end rugs. Shown Safavieh Couture's
Flynn swivel chair, Camryn marble-base accent table and Musetta bookcase with rugs Tiffany (607M)
on the floor, and, in the right foreground, the Samarkand 82Q.

HIGH POINT, N.C. -- Home furnishings and decor company Safavieh has reimagined its showroom strategy, officially rolling out the new concept at the October 2021 High Point Market.

"We've evolved to maximize our High Point and Las Vegas showrooms for sales to interior designers year-round," said Arash Yaraghi, company principal. "The retailers who come to meet with us at market are not here to see new product -- they're here to plan and negotiate programs for 2022."

With continuous virtual and in-person meetings for new product presentations to retailers throughout the year, Safavieh is now focusing on interior designer sales at its IMC showrooms. "We've redesigned the showrooms with our Safavieh Couture furniture, home accents and rugs, and expanded vignette displays in both High Point and Las Vegas," Yaraghi explained. "Our showroom mangers have increased sales exponentially in both locations, and are aggressively targeting designers with concierge-style services similar to those offered at our retail showrooms - which also prominently display Safavieh Couture furniture, rugs and lighting along with other high end national brands."

The company's High Point showrooms, once packed with Safavieh brand products for e-commerce and national retailers, now showcase a luxury assortment that features complementary colors in rugs and upholstery as well as accent pieces. "Our retail product development teams for Safavieh Couture are building off the success that our New York, New Jersey and Connecticut studios have had with designers -- they are ahead of the curve when it comes to styling and color, and that appeals to designers who regularly shop showrooms in Vegas and High Point."


Safavieh Couture product designers color coordinate a mustard palette throughout this High Point display featuring
the Alliya channel tufted curved sofa SFV4526B in soft mustard linen velvet, Polli pillows (PLS3503A-2020) in white
and mustard, and an Aria collection rug (ARA190M) in ivory/light blue with touches of mustard gold. Also shown are
the Jessa round metal coffee table (SFV9501A).


The Harriet leather sofa (SFV8903A), Bradshaw end table (SFV9303D-2BX) and Darryl round metal coffee table
(SFV9306A) - all from Safavieh Couture - presented with Signature collection rugs in black and beige, on the wall, and
a hand-loomed Tibetan collection design (TIB555B) on the floor.


At Safavieh's High Point showrooms, this dining room display serves double duty as a conference area. Featured are
the Safavieh Couture Milana marble dining table (SFV5730A-2BX) with brass inlay marble top and walnut, Charlize
velvet dining chairs (SFV4757C) and a Vermont collection rug (VRM802Z) hand-tufted in wool.


Showcasing the range of Safavieh Couture total home offerings, this High Point Market display features an Elessia
leather sofa (SFV8906B), the Jessa coffee table (SFV9500B), a Corrine velvet oval bench (SFV4704F ) anchored by
a Fifth Avenue collection art deco style rug hand-tufted of New Zealand .


A Kenya collection area rug hand-knotted in wool (KNY804Y) sets the stage for a customer meeting station at
Safavieh's High Point showroom. Completing the look are an Azalea marble dining table (SFV7220A-2BX) and Aurora
dining chairs from Safavieh Couture.
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