Emerson et Cie, Bentley Churchill become Emerson Bentley

March 31, 2014  by in Business Strategy, Industry   

The combined company will debut the new name, signage and visual identity at the Spring High Point Market reflecting its 30-year evolution from an occasional furniture importer to a designer manufacturer of fine furniture.

The two companies merged in 2008 when Emerson et Cie acquired Bentley Churchill. Since then, the two companies have operated under separate identities while streamlining operations and sharing resources. 

The name change allows Emerson Bentley to present one brand identity to its customers, said Mark Smith, president. 

“The name change is a little bittersweet,” Mark Smith said. “But as a combined company, we are much a stronger entity. Emerson Bentley is the total package—a designer and manufacturer of fine furnishings and a custom upholstery source. It was time to give up those old names for a moniker that reflects who we are today, how we have grown and how we continue to grow.”

Emerson Bentley is slowly rolling out the new branding. Staffers have been answering the phone as Emerson Bentley, and the company letterhead and logo have been changed. The company currently has one sales force for both its case goods and upholstery divisions, and it will be printing catalogs under the new name.

New signage will be going up at the company showroom at 520 N. Hamilton St. next week. Later, the company will roll out a new website domain, www.emersonbentley.com and change staff email addresses to reflect the new name. 

“We want to be able to have one company, with one rep force, with one identity and with one unified presence for customers,” Smith said. “This name change will simplify things for our customers, and it also reflects the journey and growth these two businesses have experienced through the years and since our merger.”