Three New Constructions to be Introduced at Las Vegas Market

Blossom Lattice in Quince Blossom Red by Martha Stewart Rugs

Martha Stewart Living Omnimedia (MSLO) announced the expansion of Martha Stewart Rugs with three new constructions and additional hand-tufted designs for introduction at the Las Vegas Market in February 2010.

The comprehensive new collection includes hand-hooked rugs, traditional rag rugs, and hand-loomed rugs, and follows the successful launch of hand-tufted rugs in April 2009. The rugs are manufactured by Safavieh and will be on display at Safavieh's World Market Center showroom, Space A101 in Las Vegas February 1-5, 2010. The rugs will be distributed through independent furniture and rug stores.

The new offerings feature an array of styles, including an updated kimono floral motif, a classic corduroy rib in a contemporary wide wale, and an exclusive high-quality rag rug program unique in the market for its Martha Stewart signature color palette. With inspiration drawn from Martha Stewart's personal homes, the new qualities, colors, and patterns fill gaps in the rug market identified by Martha and her design team.

"Our new Martha Stewart Rugs capture the essence of the brand's lifestyle and design sensibilities, and at the same time they set new standards for design and construction," said Arash Yaraghi, principal of Safavieh. "Each of these new qualities brings exceptional value to consumers who want quality, style, and greater affordability in decorative home products, which is especially meaningful in the current economic environment," he explained.
Together with Martha Stewart's design team, Safavieh has created proprietary effects and exceptional quality in hand-loomed rugs of wool and viscose. Made in India, these constructions focus on recreating expensive hand-knotted looks so that Martha Stewart Rugs retailers can reach out to an even broader base of consumers. The traditional Wilton weave has been recreated for Martha Stewart Rugs in China with an exclusive hand-hooking process, and the traditional craft of rag rug weaving is updated with a dense all-cotton braid and signature Martha Stewart color palette. Both constructions are fresh and fashion-forward and expand the brand's reach to a broad range of price points and consumers.

Ragtime (left) and Corduroy by Martha Stewart Rugs

The design team at Martha Stewart Rugs has replicated the simple understated beauty of wide-wale corduroy fabrics in a stylish and affordable area rug. Hand-loomed in India, Corduroy is distinguished by a thick and thin rib, with cut-pile rows of eco-friendly viscose (for the luxurious look of silk) alternating with loop rows of wool. The classic simplicity of this cut-and-loop design complements casual decorating sensibilities.

Martha Stewart Rugs breathes new life into the historic American craft of rag rug weaving with Ragtime. Featuring a new density of braiding and a distinctive Martha Stewart color palette, this 100-percent cotton collection is fresh, contemporary, and perfect for young, casual rooms. Five tonal colorways and a cheerful multi-color option introduce a sense of fashion into this much-loved category.

An antique kimono lavishly embroidered with dogwood blossoms inspired the graphic four-point centers of the flowers in Blossom Lattice (shown at article top). The overall motif is artfully hand-hooked in China using an extremely dense micro hook-developed especially for Martha Stewart Rugs-that replicates 100-percent-wool Wilton-weave imported carpets. Blossom Lattice brings the classic elegance of Wilton woven carpets into the 21st century with two contemporary colorways: Quince Blossom Red and Garden Pool Blue.