Peking shifts to new moniker, logo

Marvin Lazaro, December 23, 2002

Twenty-five years after first coming to the United States and opening its doors for business, Peking Handicraft Inc. is celebrating its quarter of a century with a new image and updated logo.

Now operating under the name PHI, the company has changed its logo to reflect the ever-changing times as well as the evolution of the company since 1977. Then, Peking Handicraft made its name in the United States as a small company that imported soft tabletop items, such as doilies, and gift items like needlepoint pillows and hooked rugs. PHI has since transformed itself into an importer not just of gift items but also of decorative top-of-bed and soft window coverings. The company also owns in China a needlepoint factory, a hooked rug factory, a quilt factory, various offices and warehousing and has ownership in a sheet mill.

"We've definitely come a long way," said Janie Leonard, national sales manager.

In order to celebrate its 25 years in business, Leonard said, company owners Dicky and Annie Lo are hosting a party at the company's offices in Shang-Hai, China. Company executives as well as various Chinese government officials have all been invited to the post-Christmas party. The officials are marking the occasion due to Dicky Lo's involvement in various Chinese boards of trade, anti-terrorist committees and as a liaison between the Chinese and American governments, Leonard said.

In addition to changing its name, PHI has also updated its logo. While still an Oriental fan, the new version is more modernized and features an outline of the fan on a gold background.

"The perception among our customers is that we were dated," Leonard said. "Our logo and packaging hadn't been changed in years.

"The new logo updates our look and it keeps our heritage in mind but brings it into the 21st century." She added that PHI's showroom at 295 Fifth Ave. has been updated to reflect the recent cosmetic changes.

In order to acclimate customers to its new image, Leonard added that the Peking Handicraft name will still be used in conjunction with PHI for at least a year before being phased out.

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