Beaulieu Rolls Out New 'Bliss' Brand to Consumers

Dalton, GA, February 12, 2008--Beaulieu has rolled out an entirely new marketing campaign designed to promote the company's residential lines more effectively to women.

The rebranding campaign, Bliss by Beaulieu, was developed specifically to address how the company relates to women, who are its primary customers, in a variety of ways. Although the Bliss name was chosen internally, many elements of the program came from focus groups as the company reached out to dealers and consumers.

The company also said that consumers don't remember manufacturers' names when they go to purchase carpet. It believes the Bliss name will make a more lasting and favorable impression as women connect an enjoyable shopping experience with the Bliss name.

The Bliss campaign is also internal.

"As a carpet brand Bliss originates from a caring and friendly culture that inspires fun and excellence in the workplace," the company said. "It is built on the idea that happier people serve the market better, and are passionate about quality and developing new ideas that fit the customers’ lifestyles."

The initiative has been driven by Patricia Flavin, the company's new vice president of marketing, who comes from a background of marketing consumer products to women.

Related Topics:Beaulieu International Group