Linwood Furniture Unveils New Branding

March 22, 2011  by in UnCategorized   

By Home Furnishings Business in Case Goods on March 23, 2011

Case goods furniture manufacturer Linwood Furniture will unveil a new branding focus in its High Point Furniture Market showroom, Market Square 307.

When buyers walk into the Linwood showroom, they will step back in time to furniture made in America. The sights, sounds and smells of the factory will serve as a faint backdrop to the introduction of beautiful, thoroughly modern product vignettes.

"The heart of Linwood Furniture is our family of artisans. These are highly skilled craftsmen who take great pride in their work," said Mike Mebane, CEO of Linwood, Linwood, N.C. "We want buyers to smell the sawdust and hear the sounds of the factory. We want them to see buggies of furniture in various stages of production as a reminder that we see a future for solid North American hardwood furniture made right, made here."

The new branding brings a renewed focus on authenticity, a passion for handwork and furniture made in small batches. It highlights the ability to offer greater customization (including 500 finishes in the Kaleidoscope program) at a fair price with fast, dependable deliveries.

"When everyone was moving off shore, Linwood Furniture said, 'No, we are staying here. This is where premium quality furniture started. This is where the craftsmanship and expertise spans the generations,'" Mebane said. "We are committed to manufacturing furniture in North Carolina for our customers. Linwood Furniture represents real American beauty."

Thus, the new branding is simple and direct, using a contemporary typeface in black and prominently noting with a stylized outline of the state, that its furniture is made in North Carolina with the new tagline, "Real American Beauty."

"Linwood is focused on returning to handcrafted furniture made in small batches at a fair price with greater customization and fast dependable deliveries," said Jeff Schwall, Linwood executive vice president of sales and marketing. "This is authentic furniture with personal attention to the details. Every piece of furniture is handcrafted with loving care."