Daily News
From Home Furnishing Business
Twin-Star Realigns Corporate Brands
July 23,
2015 by in Business Strategy, Industry 
Delray Beach, Fla.-based Twin-Star Home Furnishings has announced a realignment of its corporate brand offerings by absorbing the Tresanti brand into the Bell’O brand furniture line.
Twin-Star Home Furnishings purchased Bell’O International Corp. last fall. All furniture with electric fireplaces is now under the ClassicFlame brand in the furniture channel and under the Bell’O brand in the consumer electronics channel.
“As we merged the Bell’O products with the Twin-Star products we decide to simplify and strengthen our brand strategy by classifying all electric fireplaces home products under the ClassicFlame brand,” said Marc Sculler, co-president of Twin-Star Home Furnishings. Non-fireplace home entertainment, home office, occasional, kitchen islands, wine bars, curios and beds are branded Bell’O, while all furniture with an electric fireplace are branded as ClassicFlame. The Twin-Star Home brand of electric stoves, log sets and heaters are branded Powerheat.
“The decision to purchase Bell’O last fall has helped Twin-Star to expand their offerings into new markets while keeping a pulse on the latest trends and consumer demands,” said Pete Harper, co-president and CFO of Twin-Star. “The Bell’O brand has always been a strong, well-recognized, quality brand and we wanted our customers to be able to take full advantage of the Bell’O brand. Our plan for the future is to continue to offer innovative forward-thinking designs for a significant value with both the ClassicFlame and Bell’O family of brands.”