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Hickory Springs Changes Name to HSM

By Home Furnishings Business in Business Strategy on May 7, 2013

Furniture and bedding components vendor Hickory Springs has rebranded as HSM.

President and CEO Dave Colburn announced the rebranding initiative, which includes the consolidation of a number of brands and divisions under the HSM name. The name change is effective immediately and is supported by a new logo and Web site for the global manufacturer of integrated solutions and components to the transportation, furniture, bedding, and a growing number of diversified markets.

"HSM is not just a name," Colburn said. "It's a new way of thinking. HSM represents one name, one identity, one voice and one company with a single-minded dedication to customer needs."

The announcement of the new name is the culmination of a series of organizational and corporate structural changes announced earlier this year that support the company's migration from a components supplier to a provider of integrated solutions with a market-focused strategy.

"HSM speaks to the rich heritage and manufacturing strength that have characterized Hickory Springs for more than 68 years," said Colburn. "At the same time, the new name looks to the future, emphasizing our vision to establish a single, unified presence to our customers by providing high-value solutions manufacturing that enhances quality while reducing supply chain complexity.

"Today, our product offering encompasses a broad range of products and integrated solutions - very thing from foam formulations and a wide selection of other wire, metal forming and fiber components to a host of more complex integrated solutions - that serve customers in multiple industries around the world. It's time that our name more accurately reflects the transformation that has occurred within our company in terms of the products we manufacture and the markets we serve, as well as our vision for the future."

As a result of the name change, some former company names previously associated with Hickory Springs will now become product names. In addition, some existing product brands will remain the same.

In addition to a single, unified HSM brand, the company is also placing greater emphasis on research and development, increasing its engineering staff and leveraging its Corporate Innovation and Research Center, which opened in 2012. These initiatives provide customers with access to the latest materials and manufacturing techniques, helping them achieve their design visions and respond rapidly to changing market demands.

The company's four new business units--HSM Transportation Solutions, HSM Bedding Solutions, HSM Furniture Solutions and HSM Diversified Solutions--serve as the centerpiece of a new business model that will leverage HSM's core capabilities to develop and execute a business plan for profitable growth of both components sales and integrated solutions to customers in their respective markets.
"This is an exciting time for our company," said Colburn. "We look forward to building on the HSM brand as the strategic transformation of our company continues to unfold, inviting customers and employees to join us in our progress as 'One Company, on the Move, Together.'"



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