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Area Rugs, Licensed Collections

Karastan Debuts Patina Vie Licensed Collection

RugNews.com
1/18/2017
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A new Patina Vie area rug on display at Karastan's Atlanta showroom reveals the lifestyle brand's vintage aesthetic which has captured fans and retailers from Anthropologie to Neiman Marcus. Shown is a design that fusesFrench damask with a Japanese shibori pattern.

ATLANTA -- Mohawk Home's Karastan debuted its latest licensed collection, Patina Vie, at the Atlanta International Area Rug Market last week, and will show the collection at the upcoming Las Vegas Market.
 
A lifestyle brand spearheaded by Sarah Willett and based in Wisconsin, Patina Vie takes cues from vintage and repurposed products. The company designs products and also sells authentic vintage items via numerous retailers, including Anthropologie, One Kings Lane, Neiman Marcus, and more. Among its collections are home textiles, tabletop items, lighting, furniture, and even pet products. 

A day or two into the line's debut at the Atlanta Market, Brandon Culpepper, vice president of specialty sales for Karastan, said the products were being well received by retailers. "[Sarah Willett] has a very unique look, and it's one that's hot in the market right now," he noted. 

"[Patina Vie's] designers layer unexpected patterns such as a traditionally French damask with a Japanese shibori pattern to create a wholly contemporary product that is so appealing, fresh and ingenious that customers are clamoring for their work," said Tracy Pruitt, vice president of design, Karastan. "Patina Vie is a brand with exploding momentum, and we are excited to be creating [this] beautiful line of rugs using their innovative approach to design and lifestyle."

 

The new Patina Vie license program with Karastan includes about 150 SKUS in updated traditional designs.

The synergy came about in part because of Willett's longtime acquaintance with Karastan's vice president of design, Tracy Pruitt. 

"Patina Vie has a vintage but traditional mindset, which aligns with what we're going for," said Culpepper. "She's really into repurposing and refurbishing." 

Karastan's Patina Vie offerings comprise about 150 SKUs, and are part of two of Karastan's collections: its Titanium line of transitional wool area rugs, and Cosmopolitan, which is a line of rugs made of SmartStrand, Karastan's synthetic fiber. Both are machine made. 

Karastan also has a licensed collection by designer Virginia Langley, which launched about six months ago. While not necessarily a household name among consumers, Langley is a well-known broadloom designer specializing in the hospitality industry.

Of the two designer-based licenses, Culpepper said, "We wanted to work with true designers to utilize their talent and their explosive ability to grab a trend."

 
An inspiration wall in Karastan's showroom gives market shoppers a good introduction to the traditional mindset of its new licensing partner Patina Vie.

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