Kas Rugs is bringing a California surfing vibe to the summer market circuit via a newly inked license.

The area rug and accessories company has partnered with Hang Ten, via its licensing agent Jewel Branding, for a new casual programme it said is designed to add “a refreshing young vibe and diversity to the Kas line.”

“Hang Ten adds a new branding twist to our licensing mix and reaches an untapped customer base for Kas,” said Santhi Yarlagadda, Vice President. Founded in 1960 in California, Hang Ten most recently expanded into home with a fashion bedding programme. The brand’s anchor products include apparel, swimwear, sunglasses, footwear and outdoor recreational products.

Its alignment with Kas represents Hang Ten’s latest efforts to expand its portfolio of surf-and-sun lifestyle designs into a variety of home categories, including home décor accessories, furniture and tabletop. The brand boasts more than 2,000 retail partners worldwide and over $1 bn in retail sales.

“Given the rapid growth of Hang Ten in multiple categories, we felt the timing was right to enable our customers to experience the brand throughout their homes, making Hang Ten a true lifestyle brand,” said Marc Setton, CEO. Added Ilana Wilensky, VP, Jewel Branding, “The brand is synonymous with beach and outdoor lifestyle which translates very well across many home categories.”

For Hang Ten’s foray into the area rug category, Kas is presenting three collections for launch this summer:

· Malibu, a collection of hand-woven chunky rugs constructed of easy-care polyester and featuring a trendy colour palette and corner tassels, available in six patterns and four sizes

· Palm Beach, a simple yet polished hand-woven jute rug collection available in two looks: A chunky solid weave and a smoother, chic version with stripes, available in six styles and four sizes

· Sunset Beach, a collection of natural jute and sari silk flat-wovens, available in three styles and five sizes.