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From Home Furnishing Business

Drexel Rebrands as Contemporary Line; Drops ‘Heritage’ from Name

Drexel Heritage, which has been known for its traditional collections for decades, is repositioning itself as a contemporary brand and will unveil two major collections and a custom upholstery program at this month’s High Point Market that reflect the rebranding.

The new collections will replace legacy products that don’t align with the positioning of the new brand, which will be known simply as Drexel. 

Officials at Drexel’s parent company, Heritage Home Group, said the brand is dropping “Heritage” from its name to reinforce the move away from traditional styles. 

“We have shaken off the ‘Heritage’ epithet and are focused on creating a lifestyle that is based on clarity, creativity, innovation and most importantly, reliability and comfort,” said Brand Director Claudine Simone. “We have all seen many brands come and go because they did not have a clear definition and understanding of who they are, what they stand for, and did not evolve with the changing world around them.

“Our belief is in self-expression through bold and confident choices. We believe that the Drexel consumer desires to express themselves through their own unique style and desire to create interiors that are modern, sophisticated and reflect their own individuality.”

One of the new collections, Studio Seventeen, is inspired by contemporary boutique hotels. The other is from London designer Jo Sampson, and includes upholstery, case goods and accent pieces. The company said the Sampson collection is “the perfect blend of understated opulence and metropolitan sophistication.”

In addition, Drexel officials said the brand’s entire fabric and leather assortment has been replaced for the updated custom upholstery program. Fashion Merchandising Manager Kathryn Woods described the new covers as a “fresh, colorful collection that reflects the contemporary lifestyle.”

“We took the opportunity to really think about our targeted customer and the types of fabrics and leather that would help express their style,” Woods explained. “The result is a focused assortment with rich color, textures with a focus on body cloths and geometric patterns for pillows and accent pieces.”

The brand had been known as Drexel Heritage since 1968, but the original Drexel Furniture Co. dates to its founding in 1903 in Drexel, N.C. Officials said the company became known for its Danish, Scandinavian and Mid-Century Modern collections, but transitioned into more traditional collections after acquiring Heritage Furniture Co. in 1951.

Pierre de Villemejane, president and CEO of Heritage Home Group, said the rebranding will offer consumers a wide array of customization options for upholstery and case goods, but with a simplified ordering process.

“We are confident this new aesthetic and the supporting marketing plans will attract a new customer to our network of Drexel dealers,” he said. “The new Drexel will appeal to a younger customer who design aesthetic is a reflection of their own unique style -- confident, bold and personal.”

Drexel’s High Point showroom is space 414 of Market Square.

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