A portfolio of recognized brands
In an age of brand consolidation and streamlining to more efficiently and profitably compete, Beaulieu management is slowly making its own brand changes to ensure its customers have the best carpet brands on the market.
As the largest carpet-only specialist in the industry, Beaulieu has identified four key market niches on which to focus its marketing and product development. This strategic viewpoint sets up the brand architecture on which to help its customers build growth and market share.
For example, Bliss, one of the most innovative carpet brands to come along in memory, will now be the one to lead the charge for Beaulieu’s Residential Replacement business.
Hollytex Commercial Solutions will build Beaulieu’s story for the Main Street Commercial market, with both broadloom and modular—made with another famous Beaulieu brand, Nexterra carpet tile backing.
The property management segment (apartments) has been a growth area for over two years, thanks in part to the Beaulieu Property Management Solutions brand.
And partnering with Armstrong Flooring, Beaulieu didn’t just help develop the FashionSmart brand targeted to new home builders, it is supplying all the carpeting and soft-surface expertise to help ensure the venture’s success.
Beaulieu’s goal is to offer a portfolio of brands that will be recognized leaders in their respective markets. By having a diverse palette filled with strong brands each market segment respects and trusts, Beaulieu is able to help customers at all levels achieve their goals of success and profitability.
Beaulieu’s “doggone amazing” brand
Despite the diversity, a common theme among all the company’s brands is another Beaulieu brand that’s been growing in popularity since its introduction in 2004: Magic Fresh odor reducing treatment.
“No more puppy odor.” “The new carpet smell is gone.” “You cannot tell the room has just been painted; no paint fumes!” And on it goes.
Since its introduction five years ago, Beaulieu’s proprietary odor reducing carpet treatment Magic Fresh has generated passionate testimonials from satisfied customers. And for good reason. Because it works, plain and simple.
No other carpet has this technology, meaning you have a unique selling story that cannot be matched when you offer Beaulieu branded products featuring Magic Fresh.
And, with over 74 million dogs and cats living in our homes and apartments, interest in the Magic Fresh technology is greater than ever. Whether it is the home owner who wants to keep her house smelling fresh for family and guests, or apartment owners who need help in controlling odors to maintain the value and desirability of their property, Magic Fresh helps each meet their needs.
Knowing that one of the most common odor complaints is pet urine, Beaulieu had an independent laboratory test the effectiveness of Magic Fresh. The results were so impressive the company created a simple-to-use kit for retailers to demonstrate Magic Fresh’s amazing ability to remove odors.
Beaulieu also built an entire campaign around the “doggone amazing” power of Magic Fresh. An adorably precocious puppy even graces all Magic Fresh ads, its new dedicated website—magic-fresh.com—point-of-sale materials and brochures.
As part of its strategy to be a solutions-oriented carpet brand, Beaulieu has placed renewed emphasis on its “Magic” and people are paying attention. With Magic Fresh, dealers have something that gets their customer’s attention and, ultimately, their checkbook once they see how effective Magic Fresh is at removing odors.
“Have you got the Magic?” asks the Bliss ads. Beaulieu knows where you can find it.