UFA Changes Name to Authentic Home Furnishings Association

June 14, 2012  by in UnCategorized   

By Home Furnishings Business in on June 15, 2012

The Unfinished Furniture Association has changed its name to the Authentic Home Furnishings Association. The change was announced at the Real Wood Furniture show in Orlando, Fla., this week.

The group known since 1990 as the Unfinished Furniture Association employed market research firm ThinkWay Strategies earlier this year, to help develop its new name and identity to reflect a focus on solid wood and customization options for end consumers.

 The new name and association brand logo was presented during the trade show's kick off event and keynote presentation on Monday evening, with approximately 200 members in attendance, according to president of the association's board Tim Case.

 "The change in name and strategic direction for the organization was received with enthusiasm by our members," he said. "We believe this is the ideal time to reignite our passion for the real wood furniture business. We're anticipating a huge opportunity to grow at retail in the years ahead."

The association board also noted that this week's unveiling is the start to a multi-phase re-branding effort, which will include a new website, retail marketing strategies, additional trade show exposure, and more.