Florim Unveils New Marketing Initiatives
Florim’s progressive changes, developed over many months of research and planning, reflect the ongoing
corporate investment in and commitment to the U.S./North American marketplace.
from the corporate name denotes the company’s heightened, synergistic association with parent corporation
We are part of a respected company and a member of a renowned family of brands,states Florim
Executive V.P of Sales and Marketing Jim Dougherty. It’s time we make the most of this association, in our
name and in how we do business.
Both of Florim’s
personalities. From the launch of new product lines and the discontinuation of select past products to the
creation of new logos and the redesign of all marketing materials and merchandising, Esquire and AFI have experienced revolutionary alterations.
We are differentiating our brands, Dougherty states. Esquire and AFI have distinct images, and most
importantly, we are introducing carefully selected, Italian-designed products to fit each brands unique style.
Esquire is now defined as tradition with class.
AFI (pronounced af-ee) is the new name of what was known as the American Florim’s brand. AFI is home to products deemed urban casual, and consequently, its new product introductions are contemporary, natural-look lines with wide appeal.
Notably, the re-branding initiatives come in tandem with the introduction of numerous new, strategically designed product lines, all originating from Italian design through
We are committed to supporting our two distinct brands, to bringing innovative products to the market place and to offering our distributors brand-enhancing marketing and merchandising materials, Dougherty summarizes. With the power and expertise of