Seattle-based beverage accessory supplier True Fabrications is now True Brands, a move that reflects the company’s shift over the past four years to focusing on a multi-brand strategy designed to appeal to a complete range of consumers, the company said.
Founded in 2003 as True Fabrications, the company entered the market with a collection of wine bags, and has grown and evolved in 12 years to become a designer and supplier of beverage lifestyle accessories worldwide.
The company has nine brands designed to appeal to nine unique demographics. For example, Twine focuses on wine and home accessories that caters more directly to female buyers, Viski is designed to appeal to a more male clientele, and Host is constructed to appeal to tech enthusiasts regardless of age or gender, the company noted.
“As we have grown we have developed and acquired brands to build our complete offering of wine and bar related accessories,” said Dhurv Agarwal, one of three co-founders of True Brands. “We are changing our name to True Brands to reflect this transition to a multi-brand company. We support our retailers and their needs in all different demographics.”
Each brand’s unique product selection will be sold in distinctive proprietary packaging, and True sales representatives are trained to help customers mix and match to develop retail and merchandising solutions tailored to their audience and store aesthetic, the company noted. The rebranding will also preserve the company’s hallmark guarantees which include price matching, no minimum order requirements and a 100% satisfaction guarantee.