HIGH POINT, NC -- World Vineyards, a new lifestyle brand from Dick Idol Ventures, will make its debut  this Summer with a collection of rugs from Hellenic Rug Imports.

World Vineyards is an umbrella program  inspired by vineyard regions around the world.

Hellenic's first World Vineyards line will  consist of approximately 40 hand-made and machine-made area rugs in a variety of colors and sizes. The target retail price point is $199 to $499 in 5 x 8.  Coordinating pillows and throws will also be available.

The soft introduction of the Hellenic line will  be followed by a complete lifestyle collection from Klaussner Furniture at The International Home Furnishings Market in October, according to World Vineyards.

In the future, a broad variety of products will be introduced under the World Vineyards  brand umbrella.

The brand is not about wine, according to the licensing organization. World Vineyards products will emphasize the lifestyles and cultural themes of several  geographic regions. The first product collections will be based on the  California coastal areas. The brand will expand seasonally to regions of France, Spain, Italy, Germany, Australia, South America, Washington State, South Africa, and other wine growing regions.

"Our company is constantly looking for untapped consumer niches that create branding opportunities with the potential for sustainable sales growth over the long-term,€VbCrLf said  Jim Williams, World Vineyards president.

 "We believe the World Vineyards concept provides us with a tremendous opportunity to combine the huge consumer interest in the wine country lifestyle with great products at  great value," Williams added.

"Hellenic has had many opportunities to introduce branded products, but none has the far-reaching  potential of the World Vineyards collection,€VbCrLf said Steve Roan, Hellenic vice president.  "The World Vineyards team has a proven track record of successful home furnishings brand development, and we are very excited to be a key part of this project.€VbCrLf

 Hellenic's introductory World Vineyards line will  consist of approximately 40 hand-made and machine-made area rugs in a variety of colors and sizes. The target retail price point is $199 to $499 in 5 x 8. In addition, coordinating pillows and throws will be available.