Not content to rest on its laurels, Quoizel  celebrates its 75th anniversary this year with much more than champagne and confetti.
Last month, the company began an extensive rebranding campaign focused
on efforts to strengthen its identity as an indispensable industry resource for timeless design.
"This is not about rediscovering who we are; we know who we are," says Debbie O'Hara, Quoizel Director of Marketing. "It's about learning more about the consumer. She's smarter, savvier and more demanding, so we're taking a look at our business and figuring out what we need to do to address her needs, as well as the needs of our retail partners."
|Quoizel's Todd Phillips celebrates during the company's 75th anniversary party at the January Dallas Market.|
Quoizel's rebranding will include everything from a new logo to a major overhaul of the company's product line to eliminate unnecessary and fad items. The new logo, unveiled at the January Dallas Market, features this more classic, streamlined mentality. The design is also unique in its ability to be adapted as the Quoizel brand evolves over time. The company has also launched a redesigned catalog and Web site, both sorted by design styles, such as Americana or European, in order to be more user-friendly.
Behind the scenes, Quoizel has taken major steps to improve customer service as part of the rebranding effort.
We've been doing a lot of work on our infrastructure," O'Hara says. 'We've
strengthened the marketing and IT departments, we've added a West Coast distribution center, and we're working on speed of delivery and on improving product development, so it's sort of an all-company realignment so we can get focused for the next 75 years."
This is the first time in company history that Quoizel has attempted branding
changes on such a grand scale.
"Up until now, everything has been done intuitively, and it's worked," O'Hara
says. "But as we're growing, we need to formalize the steps we take to [strengthen our brand], and that's what this is all about."