Springs Global Re-Launches Springmaid® Brand

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New Positioning Reflects Today's Consumer Lifestyles, Opens New Channel Opportunities, Maximizes 80-Year-Old Brand's Diverse History

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.

Springs Global US, Inc., today unveiled the re-launch of the new Springmaid® 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.

"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.

"Our research shows that Springmaid is a trusted brand that is familiar to consumers, and we have not lost sight of that brand equity," said Mette Odom, Director of Marketing for the Springmaid brand for Springs Global US, Inc. "Instead, our brand re-launch keeps our authentic feel yet becomes new and contemporary by speaking to today's consumer's lifestyle. The new Springmaid offers a broad range of beautiful, brand-driven home category solutions that fit consumers' needs."

The new Springmaid collection consists of 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™ throughout their brand experience in impactful retail presentation, smart solutions that simplify her life and designs that enhance her desire to decorate.

"Our product development reflects our consumers' needs," said Edward Cardimona, Chief Global Creative Officer for Springs Global. "The most important focus in crafting the new Springmaid DNA is on what matters to her.

"The Springmaid consumer is top of mind in every decision we make," Cardimona said. "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.' As never before in history, details, feel and design matter in a way that will continue to surprise and delight her. Any brand worth its weight will continue to deliver on its unique brand promise longer after the purchase is made."

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.

With a rich history in solid color and style leadership and its eight-decade milestone on the horizon, Springs Global began an exploratory on its Springmaid brand. Springs Global conducted a series of research, including quantitative and qualitative studies that explored where the brand existed with consumers and where the company could take it. The research supported Springs Global's decision to use the Springmaid heritage - trustworthy, familiar, pure and simple - as a platform for its new brand positioning.

"Through our research, we know that the consumer clearly believes there is a need for a national bedding and bath brand," Odom said. "We also know that Springmaid can be that brand as it delivers a clean, refreshing approach that is unique and innovative in the market."

To lead the re-branding effort, Springs Global first had to determine the Springmaid consumer and the brand's attributes.

"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," Odom said. "From that came our new Springmaid brand."

The Springmaid brand launch will be supported by a consumer advertising campaign this spring and a dramatic approach to packaging concepts this fall. The brand launch at New York Home Fashions market includes patent pending packaging that provides retail partners with innovative shelf solutions and a recycle-reuse approach.

Considerations in package development were one of the tools Springs Global used in creating an impactful brand presentation and providing a cross category, cross channel retail strategy - all telling a compelling brand story.

"We intend to consistently surprise and delight our retail partners with the monumental re-launch of Springmaid," Cardimona said. "We're looking forward to bringing this national home décor brand to life for our consumers this spring."

Springs Global US, Inc., is the leading home furnishings supplier to major retailers throughout North America and is a subsidiary of Springs Global Participações 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®, Springmaid®, Artex®, Santista®, Regal®, and Dundee®. http://www.springs.com

Editor's Note: The new Springmaid logo and logo guidelines are available for download at the Springs Global pressroom at http://www.springmaid.com and click on pressroom.

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