Tropic Survival Rebrands England Inc., a La-Z-Boy Co.

Press Release, May 19, 2017

This press release is submitted and shown here in its original form, unedited by Furniture Today. 

Miami, Florida (U.S.), May 19, 2017

Advertising agency Tropic Survival has been promoting top furniture manufacturers and retailers for over 25 years. Brands like La-Z-Boy, Natuzzi Italia, and Thomasville, as well as retailers like Baer’s Furniture, rely on the Miami-based agency for a variety of digital, broadcast, media, and print advertising needs.

Tropic was challenged as the Agency of Record with repositioning the England brand voice and visual identity.

The Tropic creative team began by visiting the Tennessee-based factories and diving into the rich company culture. The inspiration birthed a fresh new logo, and the brand slogan “custom for you, fast by us.”

“We take immense pride in the work that we do and the values we share. We’re so pleased Tropic was able to capture and uphold the true essence of the England brand, and refresh it with a new look. We’re very excited for our retailers to experience it. Our new logo is authentic and captures the spirit of our brand promise.” Terry England, President – England Furniture

An updated website was also created along with new point-of-purchase signage that will be featured in showrooms nationwide. This was revealed at the 2017 High Point Market in North Carolina last month.

The POP will freshen up the retail space with newly branded images, hanging structures and overall cleaner merchandising. The new design center will walk customers through the customized design process from start to finish providing them a more hands-on experience.

“The England brand is Americana at its best. Their incredible teams deliver custom upholstery in just 21 days! Not only did we want to connect the integrity of that promise with the rebrand, we wanted to capture the artisanal, can-do spirit of their brand story.” Sheila Duffy-Lehrman, C.O.O. – Tropic Survival

England has been building quality upholstered furniture in the foothills of East Tennessee since 1964. Co-founded by Charles, Eugene, and Dwight England, they have long been recognized for quality products and fast delivery. In 1995 England attracted the attention of La-Z-Boy and was acquired to operate as an independent division.

About Tropic Survival

Tropic Survival Advertising and Marketing is a full-service agency with a broad roster of national, regional, and local clients. Known in the industry as an energetic and agile creative marketing resource with strong brand and retail marketing experience, Tropic is accomplished in strategic retail planning and consumer-centric marketing. From a discrete campaign to a comprehensive branding strategy, Tropic has the ability to effectively communicate meaningful messages in multiple languages, across virtually all consumer touch points. All creative, production and execution is done in-house.

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