Forbes
PR Newswire - Press Release 
Springs Global Re-Launches Springmaid(R) Brand 
09.16.08, 3:47 PM ET 

NEW YORK, Sept. 16 /PRNewswire/ -- Springs Global US, Inc., today unveiled the re-launch of the new Springmaid(R) brand, introducing a new logo mark, brand positioning, designs and packaging that will take Springmaid across all retail channels and reflect today's consumer lifestyles. The brand re-launch also includes a licensing agreement with designer and TV personality Genevieve Gorder for a special collection. 

(Photo: http://www.newscom.com/cgi-bin/prnh/20080916/CLTU139 ) 

"Springs Global has reinvented its flagship Springmaid brand in an exciting way that is both new and nostalgic," said Tom O'Connor, president of Springs Global US, Inc., which unveiled the new brand at the September New York Home Fashions Market. The new collection for the brand, which celebrates its 80th anniversary in 2009, will be at retail in the spring. 

"On the onset of its 80th anniversary year, we are taking Springmaid back to its roots -- a trusted brand delivering high quality of timeless style in home fashion," O'Connor said. "With our renewed Springmaid, we have created a brand platform that can cross all retail channels and offer consumers a fresh aesthetic in our unique approach to simple, classic designs." 

Anchoring the re-launch is a new Springmaid logo, a conceptual flower that is unpretentious in a watermark design and refreshing in a warm red color. The new logo has a contemporary feel yet maintains the heritage of the brand. 

The collection includes coordinating elements shown across several product categories: bedding, bath, basic bedding, windows and outdoor. Within each category, the packaging, fabrication, styling and distinct designs create a cross-channel retail strategy that consistently delivers to the brand promise. According to Springs Global, consumers will experience Surprise and Delight(TM) throughout their brand experience in impactful retail presentation, smart solutions that simplify her life and designs that enhance her desire to decorate. 

"The most important focus in crafting the new Springmaid DNA is on what matters to her," said Edward Cardimona, Chief Global Creative Officer for Springs Global. "The Springmaid consumer is top of mind in every decision we make. She also is the source of our design and innovation inspiration, resulting in a masterful collection of solid colors and patterns that say, 'Details Matter.'" 

The Springmaid color strategy was developed using core colors that were adapted to hues that are clean and refreshing and create nearly 20 unique Springmaid shades. Patterns are guided by the Springmaid consumer's desire to express her style, from graphic florals to simple stripes -- all with twists. 

"We looked at who our consumer is -- female, average age 35, married with children, ready to entertain, passionate about decorating, cares about home and family. Then we looked at what mattered to Springmaid -- details, trusted, sentimental, not complex," said Mette Odom, director of marketing for the Springmaid brand. "From that came our new Springmaid brand." 

An added facet to the brand re-launch is an agreement the company signed with designer and television personality Genevieve Gorder for a licensed bedding collection called Genevieve Gorder by Springmaid. Gorder, whose television show Dear Genevieve premiers on HGTV in January, has a similar design philosophy that aligns with the new Springmaid brand. 

"This is such an exciting time for me to be partnering with Springmaid," said Gorder, whose Genevieve Gorder by Springmaid collection features a family of comforters, sheets, coverlets, euro shams, decorative pillows and throws. "I am honored and way too excited at all the possibilities. Together, I hope we can create a line that will give people something very familiar and comforting but beyond their own imagination." 

Springs Global US, Inc., is the leading home furnishings supplier to major retailers throughout North America and is a subsidiary of Springs Global Participacoes S.A., which is the world's largest manufacturer and marketer of textile home furnishings. Springs Global offers a complete line of sheets, comforters, blankets, bed pillows, towels, bath rugs, shower curtains, bath accessories, fabric window treatments and other coordinated home furnishings to customers in North and South America, Europe and other world markets. Major home furnishings brands include Wamsutta(R), Springmaid(R), Artex(R), Santista(R), Regal(R), and Dundee(R). www.springs.com 

SOURCE Springs Global US, Inc.