Woodbury, N.Y.—In what it calls a “quiet brand evolution,” Stanton has rebranded its corporate name to Stanton Design, a nod to its legacy as a brand lauded for its decorative style and design across its soft surface portfolio.
The name change will be accompanied by a new website (stantondesign.com), which is scheduled to launch Jan. 21; a new logo featuring the tagline “Elevated by design;” and merchandising displays and marketing materials designed to convey a message of sophistication, creativity and modernity.
“The whole goal is to simplify and make it an easier shopping experience,” said Jonathan Cohen, CEO. “Our legacy is built on great styling, great quality and service. You must be able to do all things well. For us, great service means being accessible, resolving problems quickly and having inventory. Doing business with us is easy, and when things are easy, [customers] go back to it.”
The company also announced that it was consolidating its nine brands around the Stanton name—in essence evolving from a house of brands to a branded house to leverage the most coveted brand that customers understand: Stanton. Brands such as Rosecore and Antrim, for example, will initially be de-emphasized—and, in many cases, removed entirely.
Stanton executives had contemplated the rebranding for at least a year before coalescing around Stanton Design because, as senior marketing director Christine Zampaglione said, “That is what we do best. We are known for our elevated designs. We differentiate by design.”
