Armen Art Furniture, a well-respected importer and manufacturer of contemporary furniture since 1978, has launched a major rebranding campaign that includes changing its name to "Armen Living."
Armen Living is a concept that captures the essence of being; of fashioning a lifestyle and living life according to one's own tastes and desires. Consumers' habits are constantly evolving, and Armen Living will broaden its product lines and add original new designs that will appeal to modern lifestyles.
"We are targeting youthful consumers who want their furnishings to reflect their unique personalities and offer them a new level of self expression, coolness and sophistication," says Bob Phillips, Vice President of Sales for the company. He added that the company is introducing a range of styles to fulfill this demand, including retro, modern and Asian-influenced.
Phillips added that Armen Living will incorporate the best attributes of Armen Art Furniture into Armen Living as the company introduces its new designs. "Armen Art has been known for producing distinctive, high-end pieces at affordable price points and that will continue," he said. "We will now incorporate a greater number of original designs into our product lines, working with name-brand designers well known in the industry. We will begin with a new dining room collection that will be introduced in time for the Las Vegas Market in September."
Armen Living plans to retain its niche as a reliable resource for producing quality natural stone pieces, incorporating materials such as travertine, onyx and marble. Armen Living also will continue to manufacture its furniture in China, where it works with a strong Chinese partner that uses advanced production techniques to rapidly implement new designs and bring new pieces to market.
Armen Living is planning a marketing campaign for the new lines that will include a mix of traditional and new media, a revamped website, online video, social sites and unique web content designed to enhance its B2B communications. The company has retained MVC Agency of Los Angeles to spearhead its rebranding and marketing campaign.
Armen Living will be exhibiting the first of its new designs at the Las Vegas Market, September 14-17.