NEW YORK -- Safavieh has entered an exclusive licensing agreement with Ralph Lauren Home, a division of Polo Ralph Lauren Corp. Effective January 2011, Safavieh will produce rugs under both the Ralph Lauren Home and Lauren Ralph Lauren Home brands.
The program will include handmade and machine made rugs in a range of sizes and styles The first collection is scheduled for introduction at the Atlanta International Rug Market in January 2011.
“Our approach in this launch is to develop luxury rugs infused with the spirit of the Ralph Lauren brand, addressing a complete range of lifestyles to further complement the pieces within the Ralph Lauren Home collection,†commented Arash Yaraghi, a Safavieh principal.
"This new licensing affiliation will strengthen and grow the Ralph Lauren Home business in markets throughout North America, Europe, Asia, and the Middle East," said Frank Guzzetta, President of Ralph Lauren Home. .
“Safavieh’s passion for quality and craftsmanship coupled with a firm grasp of both the Ralph Lauren and Lauren brands make it an ideal partner," he added.
Polo Ralph Lauren Corp. designs, markets and distributes premium lifestyle products in four categories: apparel, home, accessories and fragrances. The company's brand names include Polo by Ralph Lauren, Ralph Lauren Purple Label, Ralph Lauren Collection, Black Label, Blue Label, Lauren by Ralph Lauren, RRL, RLX, Rugby, Ralph Lauren Childrenswear, American Living, Chaps and Club Monaco.
Established in 1914, Safavieh is an importer of decorative rugs, offering a wide range of designs produced around the world. The company began by supplying antique rugs and historical reproductions. Today, the company designs, manufactures, markets and distributes a broad range of rug products at every price point.