Portfolio
Weisshouse:
A Place You Can Call Home
Repositioning, Branding, PR, Integrated Marketing
CHALLENGE:
Modern Curtain and Rug Company, a 40-year-old family-owned carpet store
faced increasing competition, stagnant sales and largely commercial carpeting
sales. Droz facilitated meetings with family members and conducted research
that demonstrated a trend towards upscale casual home furnishings.
SOLUTION:
Leveraging the family name, Weiss, Droz developed and executed a new integrated
brand, including all marketing communications:
- new name, slogan, logo and brand attributes
- advertising, PR, personnel training program and merchandising concepts
- apparel products
- line of branded products including candy, wine, gifts
- branded packaging
RESULT:
Two stores were built, targeting upwardly mobile, design-conscious consumers,
featuring home furnishings, antiques and gifts. The store has received
numerous awards including one of the 10 best retail concepts of 1998 and
has been featured in Metropolitan Home, the Wall Street Journal, and many
others. They successfully compete with all of the major home furnishings
brands, including Pottery Barn, Restoration Hardware and Arhaus.
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