Safavieh Home Furnishings

100+ Years of Reinvention


Safavieh is a medium-sized national furniture manufacturer and retailer, with twelve locations in the NY/NJ/CT Tri-State Area, plus prominent partnerships with major retailers such as Target, Overstock and Amazon.

As the world has become more commoditized, Safavieh sought to reposition their brand story to center on their internal team of seasoned interior designers, whose impeccable taste & curation has produced incredibly unique home designers.

Our charge was to craft this new story through a unique mix of story and commerce; a combination of an editorial platform and massive ecommerce experience.

This website needed to achieve multiple goals: Increase online sales, while also increasing people who visited the stories and sought interior design consultations. On face, these goals aren’t easily described in the same sentence, so we chose a path of displaying the many homes Safavieh had redesigned. Through this strategy, we focused on the Safavieh persona. By defining the “who”, there was less urgency to communicate the “what”.

The new website launched at the end of December 2016, and the results skyrocketed upwards. Online sales, in-store visits, interior design consultations and overall site traffic all increased significantly.

This was a broad project scope and as such, we assembled a multi-faceted team to carry it forward. Content strategy, design, copy editors and programmers all working together in unison towards a common vision.