Decorating Den Interiors introduce new branding look
Brent Felgner -- Furniture Today, June 24, 2013
Decorating Den Interiors new logo
EASTON, Md. - Decorating Den Interiors has introduced a new branding look that it says reflects its broader offerings of home furnishings and sets the stage for celebrating its 45th anniversary next year.
The interior design and home furnishings franchise company said its new visual identity is a wordmark, a type treatment of its name that does not include any additional symbol.
"We wanted the visual presentation of our name to be straightforward, clean and contemporary," said Jim Bugg Jr., president and chief executive. "We began as just Decorating Den in 1969 and added the word interiors later. Today our design professionals provide a wider range of home interior options than can be found from any single source. We want the word interiors to be prominent to consumers."
The company says its franchisees represent more than 85 home furnishings suppliers offering its customers furniture, accessories, lighting, floor and wall coverings, draperies and other hard and soft window treatments.
"We also wanted more emphasis on the word interiors because, while historically our business was built primarily with women with an eye and passion for design, but often from other careers, such as teaching or sales, today we are also attracting savvy experienced home interiors professionals who have been displaced when the furniture store or design center they worked for closed, or are simply looking for greater independence. They are finding that our supplier network, business systems and continuing education provide a substantial advantage," Bugg said.
He also said the company has been growing and expanding its product line, is experiencing record sales this year, and continues to attract new franchisees.
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