Los Angeles, CA, May 13, 2013 –- Bentley Prince Street has changed its name to Bentley, reflecting a comprehensive new branding strategy that includes returning to its original name.
“We are embracing Bentley’s legacy as a Los Angeles manufacturer," said Ralph Grogan, who was named president and CEO of Bentley earlier this year.
"Los Angeles is not only where we are, but also a big part of who we are and what makes us unique.”
The new branding elements will be rolled out during the next several weeks with NeoCon being the formal introduction to the marketplace.
The branding elements are supported by an advertising campaign that features photography of iconic Los Angeles architecture. The company’s new showrooms in Chicago -- a 3500 square foot showroom located at the Kinzie Design Center (across the street from the Merchandise Mart) and a 950 square foot showroom in the Merchandise Mart -- were designed with the new branding elements.
Grogan said the entire branding process was powered by the strength of the Bentley heritage.
“I think it is a tribute to the enduring culture of the Bentley brand that most of the leadership team here today were part of Bentley at some point in the past, and now they have returned to help restore this company to its position as an entrepreneurial enterprise and design leader. People want to be a part of this,” Grogan said.
In 2002, Bentley was renamed Bentley Prince Street while under the ownership of Interface, Inc., in an effort to streamline the corporation’s production of its broadloom products. Prince Street’s capital assets were eventually sold, and the company has operated in Bentley’s original production facility in Los Angeles. Dominus Capital purchased the company in mid-2012.