South Shore unveils new logo
Michael J. Knell -- Furniture Today, January 25, 2010
SAINTE-CROIX, Quebec —
Case goods specialist South Shore Furniture launched its 70th anniversary year with the introduction of a new corporate identity package at the Canadian Home Furnishings Market in Toronto.
One key part of the package is the focus on the name South Shore, which will be the company's only name. In Quebec, its proper name has been Les Industries de la Rive Sud and it has been known as Meubles Rive Sud.
Over the past decade or so, the family owned and operated concern has become a player in both the ready-to-assemble and fully assembled case goods market in North America, including Mexico, which it recently entered. Rather than having its name in three languages, management decided to go with South Shore.
South Shore's 2010 marketing campaign will have the theme, “70 Years of Reinvention,” which CEO Jean Laflamme said is a meaningful one.
“Over the past seven decades, we have relentlessly reinvented our business model to remain successful,” he said. “All of our efforts during the last 70 years have been fueled by three fundamental keys to success. First, the vision and capacity of South Shore to invest in its reinvention. Second, our team's outstanding ability to quickly adapt to change and take advantage of new opportunities. And last but certainly not least, the incredible support and encouragement we have received over the years from all of our customers, even in the most difficult of times.”
A new logo will be phased in this year.
“We wanted a fresh, simple and unique brand to eliminate confusion and unify our image within North American markets,” said Marketing Director Étienne Chabot.
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