DALTON, Ga. — Previously known as Steven C. Fine Floor Coverings, Jack Mishkin is now launching the company with a new image as J. Mish, Inc., catering to the residential carpet business.
In January 2004, Mishkin, former founder and owner of Monterey Carpets and Bentley Mills, acquired Steven C. as a means to enter the high-end residential carpet industry. He has now renamed the company J. Mish, Inc. and will target residential interiors."I was looking for a niche business and the ability to further emphasize the design aspect of the carpet industry," said Mishkin. "The high-end residential market offered the perfect opportunity for me to use my strength and experience in product design and to respond to a need in this industry. There's a huge demand among dealers for unique, high-quality products with greater margins.""As a former textile engineer, I understand the importance of both style and performance," he added.Rebranding efforts include a new logo and look which J. Mish has partnered with The Branding Firm, a marketing communications and brand strategy firm inAtlanta, to create.The company will continue to focus on natural seagrasses, wools and high-end branded nylons. Top selling Steven C. products will continue to be available with J. Mish, as well as several new collections that will be introduced at Surfaces 2005.