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From Home Furnishing Business

Safavieh Expands Categories

Ziggy headboardRug vendor Safavieh
will add upholstered headboards and a step-up accent chair program at the Jan. 26-30 Las Vegas Furniture Market.

The headboard program includes 11 styles in 105 SKUs. Every design is offered in full and queen sizes and is stocked for quick-ship UPS delivery direct to consumers from the company’s six warehouses across the U.S.
“Based on our consistent solid growth in fashion-forward upholstered seating since we launched that program five years ago, we are projecting that fully upholstered headboards by Safavieh will be well received at the retail and consumer levels," said Jonathan Yaraghi, general manager of Port Washington, N.Y.-based Safavieh's furniture division. "Our strategy is to dominate the category with designer styling and fabrics at attractive price points for fashion-savvy consumers. We are marketing our headboards to this segment as decorating solutions that make it easy to update or transform a bedroom without buying new case goods.”
Upholstered headboard styles include contemporary, transitional and traditional covered in linen, velvet, ultra suede and blended fabrics in programmed solids and prints. Silhouettes include wingbacks, arches and straight-lined designs, many with button tufting or quilting and elaborate nailhead treatments. The headboards are made in China and retail prices range from $249 to $399.
"Previews to key customers have been extremely encouraging, and we are in the process of adding twin and king size headboards in time for High Point Market this spring,” Yaraghi said. “With the success of our upholstered vanity chairs, benches, storage ottomans and decorative screens for the bedroom, headboards were a natural extension. We are using many of our running line upholstery fabrics for the new headboards for easy coordination at retail.”
The new accent chair collection features 30 designer-inspired frames, high grade linen fabrics and leathers, and feather-foam-feather fill for plush comfort. After debuting at Las Vegas Marketm the collection will be expanded with settees and love seats for introduction at High Point Furniture Market in April.
“We are evolving in tandem with the fashion-driven consumers we have been targeting for the past five years,” Yaraghi said. “During the height of the housing recession, we focused on design-savvy urban customers with chairs scaled for compact living spaces. We are now building on our success with this segment, and stepping up with larger frames, luxury fabric and fills as they move into suburban homes and bigger condos. 
“At the same time, our new upholstery designs utilize the same creative engineering for extreme value in the new price points, and the same drop ship packaging formula that has driven our success in this category.” 

The new collection features traditional designs with English and Belgian styling that have been refreshed and updated for transitional rooms and today’s casual lifestyles. Fabrics include high grade linen, viscose and linen blends, cotton velvet, and top grain leather. Nailhead trim, taping and other embellishments provide a custom designer look.

The new products will be on display at the company's showroom in World Market Center A-101.

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