Ralph Lauren Home, Safavieh to Launch Outdoor Rugs
Posted on October 14, 2013 by
The Break Trail pattern in an ink colorway
PORT WASHINGTON, NY-Ralph Lauren Home will enter the outdoor rug category with a new collection from Safavieh that will preview during High Point Market, which begins Saturday.
The initial collection will consist of 10 new SKUs using a kilim flatweave technique. It will be available at retail next spring, with an expanded collection scheduled for later in the year.
"Ralph Lauren pushed the envelope, creating a unique, high-end look in indoor-outdoor rugs that will bring unprecedented luxury to the category," said Arash Yaraghi, a Safavieh principal. The collection uses extremely soft polypropylene yarns that mimic wool in both the warp and weft of the rug, Yaraghi added. "Visually, it is impossible to distinguish between the new polypropylene rugs and wool kilims."
The collection will be marketed as indoor-outdoor, and Safavieh is projecting sales for indoor use in high traffic areas to be very strong.
The collection is designed with layering in mind. Three bold patterns in a coordinating palette mingle, offering a cohesive yet eclectic story. Playing with the scale of these graphic motifs offers a modern interpretation of two of Ralph Lauren's most iconic lifestyles: the American West and the Coast.
The assortment is woven in India and available in standard sizes from 2-by-3 to 9-by-12. Retail for the 5-by- 8 size is $440.