Jaipur Rugs entering youth category with Petit Collage licensing deal
Posted: Jul 1 2015 By Thomas Lester
NORCROSS, Ga. — Jaipur Rugs’ first foray into juvenile products will be on display at next week’s Atlanta International Gift & Home Furnishings Market.
The Norcross, Ga.-based rug and soft goods producer will unveil its first set of rugs in a licensed partnership with nursery, wall décor and playthings designer and producer Petit Collage. The initial launch, which includes 24 SKUs in wool, cotton and other constructions, will retail from $149-$349, and will be on display inside Jaipur’s Americasmart Building 1, 12-F-9 showroom.
Jaipur CEO Asha Chaudhary said the company observed a growing trend in decorating nurseries with sophisticatedly designed products.
“We saw the trend grow of beautifully designed nurseries and thought that this was the perfect time to work with Petit Collage and add a beautiful collection to the market,” Chaudhary said.
Founded in 2006 by Lorena Siminovich, San Francisco-based Petit Collage creates modern wall décor and home accessories influenced by midcentury designs with playfulness and sustainability in mind. Siminovich said rugs are a new category for her company.
“We do more in toys and playthings and wall décor. We have different categories we do not manufacture ourselves, such as fabrics or rugs,” Siminovich said. “To see the rugs come to life, it was really great. The color is spot on, the materials are spot on. It’s taking our brand to a different medium.”
She said one thing she’ll remember from her viewing of the first samples was seeing Petit Collage designs – normally represented on smaller media – in much larger sizes.
“Our bread and butter here is smaller items, so to see our art expanded into a 2x3 or 5x8 rug is stunning,” she said. “We worked very carefully to make sure the designs we developed had the right dimensionality.”
Chaudhary said the target demographic for the product launch is expecting parents and grandparents, a market she felt needed more choices.
“We are excited to bring product of this level and design to the marketplace and believe that this will be accepted well among the design community and that parents will find this line a good fit for their nurseries,”Chaudhary said.
Jaipur Rugs will bring to Atlanta a series of youth
rugsfrom Petit Collage, including this design from