Oriental Weavers positions brands for further growth

Oriental Weavers USA, a subsidiary of the $800 million/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 United States.

"By merging our various brands, Oriental Weavers USA is positioned for the continued growth that is critical for our long-term success," said 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 was 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, a newly revamped company website and other marketing initiatives.

"While our logo and brand images are refreshed, the key elements of our company's success will not change," Riley said. "OW will continue to service our retail partners with targeted product lines, fashion-forward designs and the exceptional quality and service they've come to know and expect from us over the last 35 years."