JAMESTOWN, NY— Bush Industries has rebranded its commercial furniture division as BBF (Bush Business Furniture). The company unveiled the new BBF brand this month as well as two commercial office collection at NeoCon World’s Trade Fair in Chicago.

“Over the past year, Bush Industries has engaged in a significant undertaking focuses on a new approach to the commercial office furniture market,” said Jim Sherbert, CEO of Bush. “We are proudly introducing this approach through the rebranding of our commercial division as BBF.”

According to the company, BBF provides a broad scope of products and services currently aligned to the transactional requirements of small and mid-sized businesses, as well as specific market niches such as the serious office-at-home professional. In its new direction, the company will continue to design, develop and enhance products and services that are focused on meeting the needs of a changing marketplace.

“Our reasoning behind the BBF rebranding in pretty straightforward— we wanted to create a more flexible, contemporary brand that is well positioned for a changing economy while designing products, services and programs that focus on growth opportunities in a dynamic market.” said Mike Chefalo, vp/product management, commercial products with Bush.

Selection Process

Company officials noted that BBF’s selection of furnishing solutions for the workplace span from its Series A and Series C lines to its Syndicate and Enterprise collections. A broad spectrum of furniture sizes and styles are available, with finish options, base and leg details, and line extensions designed to allow for add-on pieces and expand to and within most office environments.

For niche and vertical markets like GSA, education and healthcare, BBF provides the modular and flexible furnishings and service that adapt to specific needs and values, the company said. “BBF provides the product durability, service alternatives and warranties that keep businesses operating efficiently and effectively now and for years to come,” added Chefalo.

At NeoCon, Bush presented two new collection to its BBF assortment— Sector and Momentum— that are said by the company to offer “a unique product range that “fits” into multiple business organizations and professional settings requiring innovative, value-focused furniture solutions.”

Sector’s contemporary design supports today’s technologies with robust wire management capabilities, adequate storage and ample workspace, according to the company. The new collection is suitable for a wide variety of work settings including conventional and alternative office environments, as well as home offices. Sector products are mobile and lightweight, providing the flexibility needed when working in groups.

The new Momentum line supports collaborative, open-office layouts where increased communication is critical for productivity with designs that are modern, clean, fresh and bright, the company said. Momentum’s multi-height work surfaces and storage units can be configured and reconfigured to fit changing work patterns, while providing both personal space and opportunity for interaction.