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OW USA unveils rebranding, expansion plans

Dalton, Ga. - Oriental Weavers USA is embarking on a new rebranding initiative of its U.S.-based businesses to better reflect its recent and future growth trajectories.

The company, a subsidiary of the $800mm/year Oriental Weavers Group, explained in addition to an updated image, the effort calls for "strategic and aggressive expansion plans, enhanced distribution, and increased production capabilities in the U.S."

OW USA said in recent years it has laid the groundwork for this initiative, citing the 2006 merger of Oriental Weavers of America and Sphinx by Oriental Weavers. It is also assuming all responsibility for the international hospitality carpet efforts of the Oriental Weavers Group.

"By merging our various brands, Oriental Weavers USA is positioned for the continued growth that is critical for our long term success," said Mike Riley, president of Oriental Weavers USA. "Our area rug brands have been managed by our team under one corporate umbrella for quite some time and now with all the exciting expansion plans and new marketing and product initiatives, such as the launch of our new ‘Pantone Universe' line of rugs, we felt like it was the perfect time to make our cohesive rebranding official."

Key to the effort is OW's new logo, which it designed with modern fonts and colors "to reflect the fashion-forward reputation the company has earned over the years, while visually tying in with the OW Hospitality logo identity."

Additionally, the new mark leads with "a subtle ‘O' and ‘W', which also represents a woven tuft of carpet."

This new brand identity has already been implemented in the company's advertising programs and in its newly revamped company website - www.owrugs.com - as well as in other marketing initiatives.

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