ATLANTA - Jaipur Rugs has announced a licensing agreement with celebrity interior and fashion accessory designer Nikki Chu. The Norcross, GA-based rug and home accents producer will introduce its first collection of rugs, pillows, poufs and throws by Nikki Chu at the Aug. 2 to 6 Las Vegas Market at Jaipur's World Market Center showroom, B-424.

For retailers familiar with Chu's accessories with Imax Furniture, which launched in 2014, Asha Chaudhary, Jaipur CEO, said the rugs and soft goods have a comparable aesthetic, and that her design sensibility is reflected in the offerings.

"Nikki's line with Jaipur is focused on a similar neutral color palette with geometric designs and metallic accents," Chaudhary said. "She is a talented designer and puts thought into all her work and creates very beautiful product."

Chu explained, "I love that the owner of Jaipur is a woman, and the quality of their products speaks to me. Asha is young, she's hip and she understands the importance of marketing and how to create a solid brand image for both her licensees and her own company."

Chu said she would describe the line's aesthetic as Modern Globalism. "I took inspiration from traditional ethnic, tribal and global prints, modified them and simplified them to create geometric shapes that are unique," she said. "My palette is all the perfect shades of neutral."

Chaudhary said the target demographic for the collection is women age 20-35 that are looking to upgrade or redesign their homes. She said she believes the partnership will help grow both parties. "We think Nikki brings a fresh and unique perspective to design and we are very excited to be working with her," Chaudhary said.

A year ago, Jaipur introduced rugs and soft goods from Jennifer Adams, and also has partnerships in place with Artemis, Luli Sanchez, Kavi and other designers. Chaudhary said partnering with renowned designers is part of the company's plan to add curated collections to complement and build upon the success of Jaipur's existing lines.