Furniture source Armen Living reshapes its brand

Former Armen Art Furniture targets youthful consumers

Heath E. Combs -- Furniture Today, July 9, 2009

Armen Living, formerly Armen Art Furniture, aims to rebrand itself to appeal to modern lifestyles and will offer retro, modern and Asian-influenced looks.

LOS ANGELES — Armen Art Furniture has launched a rebranding campaign that includes changing its name to Armen Living as it aims to appeal to a younger audience.

"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," said Bob Phillips, vice president of sales.

The company said in a press release that it plans a marketing campaign for new product that includes a mix of traditional and new media, a revamped Web site, online video, social sites and Web content designed to enhance its communications.

The importer and manufacturer of contemporary furniture describes its niche as producing distinctive pieces at affordable price points. It also said it plans to continue producing natural stone pieces, incorporating materials such as travertine, onyx and marble.

The company will introduce retro, modern and Asian-influenced styles in an effort to broaden product lines to appeal to modern lifestyles. The new Armen look will begin with a dining room collection at the Las Vegas Market, Sept. 14-17.

Armen said it will continue to work with manufacturing partners in Asia.