Oriental Weavers Launches New Branding Initiative
August 9, 2013,
DALTON, Ga.-Embarking on a global rebranding program, Oriental Weavers USA has dropped the Oriental Weavers of America and Sphinx by Oriental Weavers brand names and launched a new logo and revamped website, among other initiatives.
Now focused on the Oriental Weavers name, the new branding better reflects the overall company, which was founded in 1994 and has since merged its Oriental Weavers of America and Sphinx by Oriental Weavers brands and assumed responsibility for the international hospitality carpet efforts of its Egypt-based parent company, Oriental Weavers Group.
The company added that this new global rebranding initiative includes strategic and aggressive expansion plans, enhanced distribution and increased production capabilities in the U.S., such as new looms in its facility here as well as other details it can't discuss yet, the company told HFN.
"By merging our various brands, Oriental Weavers USA is positioned for the continued growth that is critical for our long term success," said Mike Riley, president of Oriental Weavers USA. "Our area rug brands have been managed by our team under one corporate umbrella for quite some time and now with all the exciting expansion plans and new marketing and product initiatives, such as the launch of our new Pantone Universe line of rugs, we felt like it was the perfect time to make our cohesive rebranding official."
The company's new logo utilizes modern fonts and colors to reflect the fashion forward reputation the company has earned over the years, the company said, as well as visually ties in with the OW Hospitality logo identity. The subtle 'O' and 'W' within the logo also represents a woven tuft of carpet. The new brand identity can be seen in advertising, in the newly revamped company website and other marketing initiatives.
The new website includes an enhanced search, product detail zoom, continuously updated trend sections, social media integration, ability for consumers to create and save design projects, inventory availability and more.
"While our logo and brand images are refreshed, the key elements of our company's success will not change," said Riley. "OW will continue to service our retail partners with targeted product lines, fashion-forward designs, and the exceptional quality and service they've come to know and expect from us over the last 35 years."