Abbyson Living launches campaign to promote brand

Heath E. Combs -- Furniture Today, February 12, 2013

Abbyson Living recently shared tweets from comedian Howie Mandel posted on his Twitter account as a fan.

CALABASAS, Calif. — Comedian Howie Mandel getting sent to his room was a good thing for Abbyson Living.

"This is me with 4 min left sitting on my @AbbysonLiving bed enjoying myself," Mandel wrote on Twitter while sitting on the company's Lancaster bedroom.

Abbyson, a furniture, rugs and accessories resource, is using the tweet, among others plugging the brand by actresses Virginia Madsen, an Oscar winner for "Sideways," and Jennie Garth of "Beverly Hills 90210" fame, to promote its products.

Leveraging its celebrity following is part of a greater rebranding effort that began recently with the rollout of a marketing campaign, logo, website and a tagline, "Inspired Elegance, for the Way We Live."

Company officials said Abbyson began the rebranding to offer customers a more memorable experience through imagery and information.

"Bottom line, Abbyson is going to the next level in terms of repositioning itself in the market," said Yavar Rafieha, vice president of Abbyson Living. "We've been building our brand and really positioning ourselves as a lifestyle brand."

The company showed at the recent Las Vegas Market in a newly remodeled 6,000-square-foot showroom, introducing more than 45 new collections. It also introduced a new kiosk for stores that features interactive product information, videos and leather samples.

Abbyson also has redesigned its website at www.abbyson.com and is offering a new drop ship program at market.