Resource Furniture Announces Major Rebranding

Furniture World News Desk on 1/21/2019

The logo, appearing frequently in a vertical format, cleverly features the “R” in the form of a midcentury-modern chair.

Resource Furniture recently announced the launch of a major rebranding campaign, designed to strengthen and advance the company’s position as the largest retailer of space-saving furniture in North America.

The rebranding includes a completely new website, new look-and-feel of all materials, and a new logo along with a streamlining of the wordmark from “ResourAce Furniture” to “Resource.” Designed by NYC-based ABC Design Lab, the rebrand signifies the launch of a distinctly modern identity for Resource—a key step in the company’s ongoing dedication to providing the finest selection of contemporary, cutting-edge home furnishing solutions and highly personalized service, while employing the most sustainable manufacturing and business practices possible.

The new identity includes clean and sophisticated new logos and wordmarks, featuring a cleverly designed “R” in the form of a midcentury-modern chair. The campaign includes a new website with enhanced navigability and a highly intuitive interface—making it easier for visitors to research trends, shop for exclusive, European furniture solutions, and find inspiration and expert design advice.

The transforming/multifunctional furniture category is expected to grow at a CAGR of 7.5% from 2017-2027,2 a significantly higher rate than general furniture market forecasts. The many factors responsible for the growth of the multifunctional furniture market, including increasing populations in cities; the increasing number of smaller homes in those cities, which generate a need for saving space; and a wider appreciation of the myriad benefits of "downsizing" or "rightsizing" all contribute to the ongoing growth of this category, and to Resource Furniture’s continued market leadership.

“Resource has always been more than just furniture - our products have been changing the way people live for more than 18 years,” says Ron Barth, co-founder of Resource. “As more and more people are moving to cities, there is an ever- increasing need for home furnishings that do more than just look nice - furniture today needs to be an active participant in the home.”

“We have set the global standard for mindful, modern, multifunctional living spaces since 2000,” he continues. “Looking towards the
future, we are committed to continuing to break new ground in technology, design, housing innovation, and small space solutions. Now, our brand image reflects our position.”

“After 18 years, it was time to reassess and update our identity,” said co-founder Steve Spett, Co-Founder and Director, Contract Division. “We have set the industry standard in the transforming furniture market, not only because we offer the highest-quality products but also because of our unmatched industry expertise that brings tangible value to every client and every project. We are guided by a mission to better communities through flexible housing and sustainability. It was critical that our outward brand personality reflects those inward commitments and values.”
 

About Resource Furniture: The company, founded in 2000 by partners Ron Barth and Steve Spett, is fundamentally committed to supporting educational and nonprofit initiatives that focus on housing and sustainability issues and provides a host of support to organizations aimed at alleviating the nation’s housing crises. Within the past decade, the New York City-based company has launched showrooms in Los Angeles, San Francisco, Washington D.C., Mexico City, Toronto, Calgary, and Vancouver, while continuously adding exclusive lines of fine Italian and European furniture to the roster.

Today, Resource Furniture is among the most prominent names in the industry, with a dedicated Contract Division providing products and services to a wide range of real estate development, hospitality, and education clients.

For more information, visit https://resourcefurniture.com.