Thomas Lester //Retail Editor//January 28, 2019
Thomas Lester //Retail Editor//January 28, 2019
On Las Vegas Market’s opening day, furniture manufacturer Coaster Company of America announced a corporate rebrand as well as the creation of three new sub-brands.
The Santa Fe Springs, Calif.-based distributor presented the three new sub-brands: CoasterEveryday, CoasterEssence and CoasterElevations, as well as a new visual identity, website, corporate strategy, and new design elements at its World Market Center C1621 showroom.
“We have completely refreshed our corporate identity, including our logo as a signal to the furniture world of our commitment to the future, and our ongoing mission to add value in every relationship, including our employees, retail partners and their customers, said Janice Yeh, director of business operations for Coaster. “Our new logo, which features a red arc and updated typography represents renewal and bridges consumers to our dealers.”
Coaster’s research-based brand initiative includes the creation of three new sub-brands, each of which positioned to speak to a unique audience, yet Coaster officials say they plan to communicate with consumers at all stages of life.
CoasterEveryday are home furnishings products designed for budget oriented consumers. For those who are more family-focused or who are looking for more upscale furnishings, CoasterEssence was created. This brand is positioned to speak primarily to younger Generation Xers and Millennials. CoasterElevations is the new premium quality brand. The primary audience for this high-end brand includes Gen-Xers and Boomers.
The Scott Living line is also available through Coaster’s retail partners. This brand is based on the design philosophy of Jonathan and Drew Scott, which blends heirloom industrial and modern artistic tastes to create distinctive home furnishings.
As part of its new comprehensive digital strategy, Coaster is completely redesigning its website.
“Today, more furniture shoppers are going online to experience furniture brands,” said Carol Sham, marketing manager for Coaster. “We intend to speak directly to the consumer. Our new website will enable a consumer to interact with each Coaster brand and help them see how our furniture products can fit into their lifestyle. Most importantly, our digital strategy focuses on driving the consumer to our retail partners, where they can experience Coaster home furnishing products up close and get assistance in making a purchase decision.”
Coaster will introduce additional new tools to encourage the consumer to engage with the Coaster brand, helping them in their journey towards making a purchase decision at a local retailer. A new ad campaign has also been created to reveal how Coaster home furnishings touch lives in every stage of life.