Martha Stewart-branded Area Rugs to Debut at Retail in Spring 2007
NEW YORK, April 24 /PRNewswire-FirstCall/ -- Martha Stewart Living
Omnimedia, Inc. (NYSE: MSO) today announced a multiyear agreement with
Safavieh, a leading manufacturer and importer of fine rugs, to manufacture a
new line of Martha Stewart-branded area rugs for the company. The line will be
introduced at the Atlanta International Area Rug Market in January 2007 and at
retail in Spring 2007.
Created by the MSLO design team with Martha Stewart's guidance, the rugs
will be offered in a full range of sizes and styles, distinguished by the high
quality and innovative design that is synonymous with the Martha Stewart
brand. It will include handmade and machine-made area rugs, as well as wire-
loom rugs, targeting the consumer who desires great design at affordable
prices. Expected to retail for $200 to $3,000 and above, the rugs will be
available through independent furniture stores and independent rug stores.
The new rug line is an important addition to MSLO's expanding home
furnishings program. It complements MSLO's Martha Stewart Signature furniture
line with Bernhardt, which is sold at independent furniture dealers
nationwide. Through its partnership with KB Home, MSLO expects to showcase the
area rugs in the model homes in the Martha Stewart-designed communities
throughout the country. Federated Department Stores, with which MSLO earlier
this month signed a multiyear distribution partnership to develop an all-new
line of Martha Stewart Collection home merchandise exclusively for Macy's in
fall 2007, is also interested in the new rug line for fall 2007 and beyond.
Robin Marino, President of Merchandising for MSLO, said, "Area rugs are a
perfect addition to our expanding merchandising program. The products will
further round out our furniture assortment and complete our furniture
galleries, enabling consumers to decorate their home in true Martha Stewart
style. We are very pleased to be embarking on this enterprise with Safavieh, a
renowned rug manufacturer we have always admired and a company with whom we
share an appreciation of high quality and superior design."
"Martha and the MSLO design team cleverly take the best of traditional and
contemporary designs and translate them into simple classics that people love
to have in their homes," said Arash Yaraghi, co-president of Safavieh.
"Safavieh is thrilled to create a rug program that can be coordinated with
MSLO's well-made, beautifully designed furniture and sold to furniture stores
and upscale floor coverings dealers, making it easy for consumers. Consumers
will get the best of Martha Stewart's style and taste and the quality the
industry expects from Safavieh."
Martha Stewart, MSLO's Founder, stated: "Area rugs are an important design
element in the composition of a home, be it a small entryway or a large living
room. We are designing an extraordinary collection of rugs based on our
archive of ideas and singular patterns, some of them inspired by rugs that we
have personally been collecting for decades. No matter what your home décor
is, you will be able to find a Martha Stewart area rug that will help complete
that room, adding comfort, warmth and impeccable style."
Martha Stewart Living Omnimedia, Inc. (MSLO) is a leading provider of
original "how-to" information, inspiring and engaging consumers with unique
lifestyle content and high-quality products. MSLO is organized into four
business segments: Publishing, Broadcasting, Merchandising, and
Internet/Direct Commerce. Martha Stewart Living Omnimedia, Inc. is listed on
the New York Stock Exchange under the ticker symbol MSO.
Safavieh is a leading manufacturer and importer of fine rugs. Established
in 1914 in the capital of Persian weaving masters, the company brings three
generations of knowledge and experience to its award-winning collections.
Based in the United States since 1978, Safavieh has been a pioneer in the
creation of high quality hand-made rugs, a trend that revolutionized the rug
business in America. Its collections range from the finest antiques and
historical reproductions to the most fashion-forward contemporary and designer
Safavieh combines rug and home furnishings showrooms with a varied
wholesale business, supplied by its own production lines from the classical
rug making centers of the world. The company is headquartered in Port
Washington, New York. Its flagship showroom is located at 153 Madison Avenue
in New York City.
SOURCE Martha Stewart Living Omnimedia, Inc.; Safavieh
CONTACT: Media: Elizabeth Estroff, VP, Corporate Communications,
+1-212-827-8281; Katherine Nash, 212-827-8269 or Investors: Howard Hochhauser,
Acting Chief Financial Officer, +1-212-827-8530, of Martha Stewart Living
Omnimedia, Inc.; Carol Tisch, Tisch Communications, +1-941-929-9430,
email@example.com, for Safavieh/
/Web site: http://www.marthastewart.com/