Manufacturer Revco changes name to Revolution Furniture

Thomas Russell -- Furniture Today, September 20, 2011

The Herring bed, part of Revolution Furniture’s Inspiration collection, is made with solid mango and has a distressed, herringbone pattern finish. It is shown here in a walnut finish, but can be customized in mahogany or light oak stains. A queen version retails at $1,795.

CARSON, Calif. — Case goods manufacturer Revco International is changing its name to Revolution Furniture Corp. to reflect its growing emphasis on the designer-centric nature of its business.

The company has been known as Revco International since its formation in 2000. It reflected the name of executives Glen, Alan and Joe Revivo, who remain in key roles with the company.

Joe Revivo remains CEO and Alan Revivo remains a company principal. Glen Revivo is director of sales and Greg O'Neal continues in his role as vice president of design and marketing.

The company, which has a licensing arrangement with interior designer Candice Olson, has a factory in Indonesia producing a line that includes bedroom, dining room, occasional and home entertainment furniture. The line will remain in place, and new introductions and categories are planned for future markets, the company said.

"By analyzing our growth over the past two years, it became glaringly obvious that our manufacturing partnerships (with retailers), which utilized our factory as if it were their own factory, from design to finish and cost procurement, were overwhelmingly successful, efficient and economical," O'Neal said in a statement. "RFC was created in order to put more energy behind this evolutionary business concept."

He said the name reflects the company's willingness and ability to embrace change as a designer and manufacturer. It's also an attempt to shift from a more clinical and industrial identity to a name more focused on design and innovation, he said.

"The glossier and more design driven our furniture got, the more of an albatross it became," he said of the former name. "Revco doesn't fit the bill in the hospitality and design arenas."

He said hospitality is a growing part of the company's business.

O'Neal added that the name change also reflects the company's willingness to use technological tools such as Skype, AutoCAD and 3-D imagery in its product design process.