Oriental Weavers USA Rebrands Its U.S.-Based Businesses
| Oriental Weavers USA, a subsidiary of the $800mm/year Oriental Weavers Group,
has begun a rebranding initiative of its U.S.-based businesses.
Between the 2006 merger of Oriental Weavers of America and Sphinx by Oriental
Weavers, and assuming responsibility for the international hospitality carpet efforts
of the Oriental Weavers Group, the U.S. entity has solidified its position as a
worldwide leader in flooring. The company has now embarked on a global
rebranding initiative with strategic and aggressive expansion plans, enhanced
distribution and increased production capabilities in the U.S.
"By merging our various brands, Oriental Weavers USA is positioned for the
continued growth that is critical for our long-term success," says Mike Riley,
president of Oriental Weavers USA. "Our area rug brands have been managed by our
team under one corporate umbrella for quite some time and now with all the
exciting expansion plans and new marketing and product initiatives, such as the
launch of our new PANTONE UNIVERSE line of rugs, we felt like it was the perfect
time to make our cohesive rebranding official."
As part of this effort, a new logo has been created using modern fonts and colors
to reflect the fashion-forward reputation the company has earned over the years,
while visually tying in with the OW Hospitality logo identity. The new mark leads with
a subtle 'O' and 'W', which also represents a woven tuft of carpet. The new brand
identity can be seen in advertising, in the newly revamped company website at
owrugs.com and in other marketing initiatives.