Launching in a new home decor category for the U.S. marketplace, the Florence Broadhurst brand debuts its signature rug collection at the High Point Market, April 6 - 10.
Produced by Dutch manufacturer and newest Florence Broadhurst licensee Brink & Campman, the new floor covers draw inspiration from the comprehensive Florence Broadhurst archive of designs, including popular patterns Turnabouts, Japanese Floral and Japanese Fans.
Sydney-based Signature Design Archives (SDA), which owns the trademark and the copyright for more than 500 Florence Broadhurst artworks, announced its partnership with Brink & Campman in October. In 2018, licensee York Wallcoverings introduced the Florence Broadhurst wallpaper collection.
Born at the turn of the 20th century, Florence Broadhurst's life took on a number of incarnations — traveling Asia as a performing artist and reinventing herself as a French couturier in London before returning to Australia as an English-born socialite living in Sydney. Under her new identity, Broadhurst created Australia’s premiere hand-printed wallpaper design studio, boasting more than 500 customizable prints. At the height of her career, Broadhurst fell victim to an unsolved murder. Broadhurst’s designs have inspired lines worldwide, from the runway to home décor.
“We are pleased to grow the Florence Broadhurst brand in the U.S. home decor arena,” says Mark Smale, CEO, SDA. “Retail dealers and interior designers are able to tell a cohesive brand story with furniture and accent items, wallpaper and now rugs.”
The eight introductory rug patterns, available in a limited selection of colorways, will be displayed in the Selamat Designs showroom in InterHall, space IH-004, throughout the spring Market dates. Selamat is the Florence Broadhurst licensee for furnishings, and assumes responsibility for U.S. sales and distribution.
Individual rug patterns are available in four sizes, and the manufacturer’s suggested retail pricing ranges from $730 to $2,950. Rugs may be ordered in custom sizes, priced at $39 per square foot. Each rug is made from 100 percent quality New Zealand wool, hand tufted in India.
Also during the spring High Point Market, Florence Broadhurst brand ambassador Holly Hollingsworth Phillips will facilitate a social media campaign on Instagram to promote a Florence Broadhurst rug giveaway for Market attendees.
