NEW YORK–Safavieh has relocated its New York City wholesale showroom to 902 Broadway at 20th St., which is also the company’s flagship retail location. Previously, the wholesale division was located at 153 Madison Avenue, where it had been since the company was founded in the U.S. 35 years ago.
The wholesale division will now be located in a separate 5,000 square-foot space within the flagship’s 45,000 square-foot space. In the new wholesale space, the company will show a complete range of new cross-category home products for the New York Home Fashions Market next month, as well as a broad selection of new handknotted, handtufted and machine-made rugs at October’s Metro Market.
“As we grew into a total home source, our rug showroom was not capable of presenting the new Safavieh lifestyle story,” said Arash Yaraghi, a Safavieh principal. “In the past five years we have diversified our product mix to include accent furniture and seating, lighting, decorative pillows, wall art and outdoor furnishings in addition to programmed and custom area rugs. Our new location allows us to present total decorating concepts to retailers in one fully cross-merchandised space.”
Safavieh’s flagship store caters to designers and consumers with its own branded furniture and rugs, in addition to carrying a full line of luxury furniture and accessories brands.