In the aftermath of its Bell’O International Corp. purchase last fall, Twin-Star Home Furnishings is now realigning corporate brands. The company is absorbing Tresanti-label products into the Bell’O brand furniture line, the company announced.
All Twin-Star furniture with electric fireplaces will now fall under the ClassicFlame brand in the furniture channel, and under the Bell’O brand in the consumer electronics channel.
Marc Sculler, Twin-Star Home Furnishings co-president said, “As we merged the Bell’O products with the Twin-Star products we decided to simplify and strengthen our brand strategy by classifying all electric fireplace home products under the ClassicFlame brand and all non-electric fireplace products under the Bell’O brand. Therefore, non-fireplace home entertainment, home office, occasional, kitchen islands, wine bars, curios, and beds will be branded Bell’O, while all furniture with an electric fireplace will be branded as ClassicFlame. The Twin-Star Home brand of electric stoves, log sets, and heaters will now be branded Powerheat. Duraflame, ChimneyFree and Safer Socket are the only exceptions to the rebranding and will continue as they are.”
Pete Harper, Twin-Star co-president and CFO, noted, “The decision to purchase Bell’O last fall has helped Twin-Star to expand their offerings into new markets while keeping a pulse on the latest trends and consumer demands. The Bell’O brand has always been a strong, well-recognized, quality brand, and we wanted our customers to be able to take full advantage of the Bell’O brand. Our plan for the future is to continue to offer innovative forward-thinking designs for a significant value with both the ClassicFlame and Bell’O family of brands.”