NEW YORK–Safavieh Home Furnishings premiered ‘Safavieh Style’, its first consumer-targeted magazine at a launch party last night at the retailer’s flagship store in Manhattan.
The 108-page glossy magazine features homes designed by the Safavieh Home Furnishings sales staff, all licensed interior designers. Following a shelter book format, the publication also includes home furnishings trend articles, and product coverage of high-end furniture and rugs designed and produced by Safavieh under the Safavieh Couture label.
The company said it printed 40,000 copies of the magazine: 20,000 were sent to households with incomes over $200,000 in the 30-to-50 age bracket. The remaining 20,000 copies will be distributed at Safavieh Home Furnishings stores and to trade partners in the tri-state area.
Michael Yaraghi, principal at Safavieh responsible for the company’s retail division, said the objective of the magazine was two pronged: “First, we wanted to make people aware of the capabilities that Safavieh has, not only in terms of product and styling options, but also the interior design capabilities at Safavieh Home Furnishings stores.
“The magazine was also a great vehicle for showing people that we are a total home lifestyle concept and that we offer the complete spectrum of styles in our stores. Not just oriental rugs, but very cool contemporary rugs and not just traditional furniture, but transitional and modern as well. We also wanted to show that as a design resource, we can do everything in the home from flooring, to furniture, to lighting, and accessories and I think that really comes across in the magazine,” Yaraghi said.
There are 10 Safavieh Home Furnishings stores in New York, New Jersey and Connecticut.