Dorel Industries is rebranding its Ameriwood Industries ready-to-assemble furniture operation and giving it a new name: Ameriwood Home.
The rebranded name has arrived with a new graphic appearance. The “A” has been improved with a fresh, modern shape and two-tone red color. The variant red hues represent the key factors to success, integrity and professionalism, according to the company.
The company has been reconfiguring its operations, combining North American made and import divisions under the Ameriwood name but also looking at the overall group and how to advance it. Ameriwood Home will provide upgraded assembly manuals and packaging. In addition, the Ameriwood Home brand is launching a new website and style guide in time for the fall High Point Market.
“It was time for a change,” said Jay Jordan, Ameriwood Home president. “Ameriwood needed something new and fresh to bring to consumers and that’s exactly what Ameriwood Home is all about.”
Brianna Phares, Ameriwood Home marketing director, added, “The re-branding process has been a lot of hard work, but in the end, it was worth it to bring new life into our company and products. We want Ameriwood Home to be seen as a respectable and memorable company where our products are invited into your home and continue to get invited back. We want to be there with our consumer for all home furnishings needs.”