Sklar Peppler launches branding campaign
By Michael J. Knell -- Furniture Today, January 23, 2005
Toronto — Sklar Peppler launched a renewed branding effort at last week's market here with a campaign that included a new permanent showroom, a new corporate identity and a dramatically refurbished core product lineup.
"Everything we do now is consumer focused," said Bob Tweedy, chairman and CEO of the Whitby, Ontario-based stationary upholstery producer. "We started with a new look, new point-of-purchase materials, new TV promotions, a new warranty and a new showroom."
The new logo is a square of oxblood red upon which "Sklar" is embossed, supported by a slightly smaller "Peppler."
"We want to retain the Peppler name as a tribute to our case goods heritage," Tweedy said.
Sklar's line was featured recently on a popular home décor cable TV program called "Love It or Lose It."
Historically, Sklar Peppler has been the most recognized Canadian-made brand of household furniture, and Tweedy admits in recent years it's a tool that hasn't always been used to its full potential. "When the consumer buys Sklar, she is buying a certain level of trust and confidence," he said.
The rebranding effort began early last year and was developed in part by an outside consultant working with Lisa Tweedy, the company's director of brand development.
The new permanent showroom is located a few kilometers north of Toronto's International Center. Between markets, the Sklar Peppler Designer Showroom is used by Direct Interiors, a local higher-end retailer with a strong carriage trade business, as a fully functioning Sklar gallery.
Tweedy said the showroom will serve as a crucible where products and concepts can be tested in a real consumer environment.
Sklar's core lineup has been segmented into three styles — casual, elegant and contemporary — and divided into two price segments: the SX1200 line, which will address the most affordable price points, and the SX1800, which will be targeted at the higher end and feature the company's patented Regal seating system.
The company's brand research divides consumers into four broad life stages, including starting out, new/young families, growing families and empty-nesters — with the latter two benefiting most strongly from Sklar's new strategy and product assortment.
"We've always been known as a very traditional line, but what we've strived to do is broaden that appeal to include a number of lifestyle approaches," Tweedy said. "While we've done much of this over the past few years, we've really brought some focus and discipline to that."
Product in the new showroom is presented the way it ought to be seen on the retail floor, he said, adding that the approach will be rolled out to Sklar Peppler showcase stores throughout North America in the coming months.
"What we're offering the retailer are disciplined and well-focused solutions," Tweedy said. "It's a tough go for the better grade independents and the regional chains to play against the majors. The focus here is to give the consumer better choices."
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