New York, NY, April 24, 2006--Martha Stewart Living Omnimedia, Inc. announced a multiyear agreement with Safavieh, a leading manufacturer and importer of fine rugs, to manufacture a new line of Martha Stewart-branded area rugs for the company.
The line will be introduced at the Atlanta International Area Rug Market in January 2007 and at retail in Spring 2007.
Created by the MSLO design team with Martha Stewart's guidance, the rugs will be offered in a full range of sizes and styles, distinguished by the high quality and innovative design that is synonymous with the Martha Stewart brand. It will include handmade and machine-made area rugs, as well as wire- loom rugs, targeting the consumer who desires great design at affordable prices. Expected to retail for $200 to $3,000 and above, the rugs will be available through independent furniture stores and independent rug stores.
The new rug line is an important addition to MSLO's expanding home furnishings program. It complements MSLO's Martha Stewart Signature furniture line with Bernhardt, which is sold at independent furniture dealers nationwide. Through its partnership with KB Home, MSLO expects to showcase the area rugs in the model homes in the Martha Stewart-designed communities throughout the country. Federated Department Stores, with which MSLO earlier this month signed a multiyear distribution partnership to develop an all-new line of Martha Stewart Collection home merchandise exclusively for Macy's in fall 2007, is also interested in the new rug line for fall 2007 and beyond.
Robin Marino, president of merchandising for MSLO, said, "Area rugs are a perfect addition to our expanding merchandising program. The products will further round out our furniture assortment and complete our furniture galleries, enabling consumers to decorate their home in true Martha Stewart style. We are very pleased to be embarking on this enterprise with Safavieh, a renowned rug manufacturer we have always admired and a company with whom we share an appreciation of high quality and superior design."
"Martha and the MSLO design team cleverly take the best of traditional and contemporary designs and translate them into simple classics that people love to have in their homes," said Arash Yaraghi, co-president of Safavieh. "Safavieh is thrilled to create a rug program that can be coordinated with MSLO's well-made, beautifully designed furniture and sold to furniture stores and upscale floor coverings dealers, making it easy for consumers. Consumers will get the best of Martha Stewart's style and taste and the quality the industry expects from Safavieh."
Martha Stewart, MSLO's founder, stated: "Area rugs are an important design element in the composition of a home, be it a small entryway or a large living room. We are designing an extraordinary collection of rugs based on our archive of ideas and singular patterns, some of them inspired by rugs that we have personally been collecting for decades. No matter what your home décor is, you will be able to find a Martha Stewart area rug that will help complete that room, adding comfort, warmth and impeccable style."
