PORT WASHINGTON, N.Y.–Safavieh has launched a series of product and lifestyle catalogs as part of its strategy to redesign its print and marketing efforts.
Both the catalogs and the Web site will have a magazine format, with stories to help dealers romance the product to their customers. Initially, the catalogs will each feature the collection of a Safavieh design partner, such as Thom Filicia, David Easton, Jamie Drake and Suzanne Kasler. And retailers will be able to use the catalogs as direct mail pieces and takeaways in-store or at trade shows.
The Web site will be relaunched in the fall, and it will help consumers with decorating decisions and direct them to local stores.
“We are rolling out the new concept to all Safavieh brand collections with environmental photography of best-selling rugs,” said Arash Yaraghi, principal. “The objective is to provide our dealers with materials and photography that will inspire consumers to visit their stores and to buy. With catalog and Web sales so important to retailers today, nothing is more vital than accurate product photos and aspirational lifestyle photos in beautiful homes.”