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From Home Furnishing Business

Sauder Rebrands to Capture New Generation Furniture Shoppers

Sauder Woodworking Co.'s new logo

Ready-to-assemble supplier Sauder Woodworking Co.  has refocused its business to capture a new generation of customers with an updated, contemporary logo, new packaging and redesigned digital platforms for a better online experience.

Later this year, the company will unveil a mobile-optimized Web site, allowing customers to research products from home or on the go. Consumers following Sauder on Facebook, Twitter, Pinterest and YouTube will see expanded style inspiration. In the new year, Sauder will encourage bloggers to try products, report on their experiences and offer insights into how to achieve certain style aesthetics.

“My grandfather started Sauder Woodworking with the recognition that people deserve quality, stylish furniture at a price they can afford,” says Kevin Sauder, CEO and president of Sauder. “This has never been truer than with today’s younger generation that is coming of age during tight economic times. Sauder products are the perfect fit for this cost-conscious, style-focused group. Our new branding is also more in line with this younger generation’s style preference.”

Sauder expanded its diverse product lineup in the spring with the Soft Modern collection, which is available for purchase at High Point Market. The collection features 35 bedroom, occasional, dining and storage pieces and showcases a broad mix of materials and finish options. Many of the Soft Modern pieces also are designed to accommodate technology, including streamlined desks for laptop and tablet use. The stand-alone pieces in the collection mix with thrift shop treasures, family heirlooms and other pieces of furniture.

“The new pieces in the Soft Modern and other collections are our contribution to today’s modern eclectic lifestyle,” said Mike Lambright, director of marketing at Sauder. “They showcase a fresh, contemporary style and are rolling out quickly. Five new products are moved into the production stream each week.”

Sauder's High Point showroom is in 220 Elm, space 218.

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