Andy Singer
Founder
Visible Consolation & Co.
In January, Visual Comfort founder Andy Singer led his lighting firm via a serious rebranding, changing all of its manufacturers into collections underneath one title: Visible Consolation & Co. The corporate has additionally modified its Circa Lighting retail showroom title to Visible Consolation & Co.
“We had a whole lot of names,” Singer mentioned. “In an business with little model recognition, it was arduous with six or seven of them.” However Visible Consolation is the model that everybody is aware of greatest, he mentioned, and the one that everybody sells.
Singer may be very centered on the “& Co.” a part of the title. “Relationships are the cornerstone of how we constructed this enterprise. You’ll be able to’t do every little thing your self. Our design companions, manufacturing facility companions, gross sales companions and our nice prospects are essential to the DNA of Visible Consolation. So, the ‘& Co.’ was actually vital to have fun in our title.”
In June, Visible Consolation acquired Taylor’s Showroom on the Dallas Market Heart from Jane Murray and launched the 31,000 square-foot showroom as Visible Consolation & Co. the next month. It’s Visible Consolation’s highest quantity location.
Singer believes that what advantages Visible Consolation advantages everybody. “As we proceed to take a position extra {dollars}, extra advertising consideration and extra expertise [to the brand], all the individuals who purchase our merchandise will profit from that. That’s a very vital facet of why we did what we did. We occupy a novel place within the business, in that now we have our personal showrooms to promote via. We have now to ensure we’re being respectful and ensure we additionally help our wholesale sellers. We wish everybody to do higher.”
The most important problem, in response to Singer, is articulating to the business his resolution to rebrand every little thing underneath the Visible Consolation umbrella. “We’re ensuring we get the message out that we live this technique.”
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