Bentley Reveals New Company Identity

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Leading carpet manufacturer Bentley Prince Street returns to its original name: Bentley. New Identity Focuses on Los Angeles, Craftsmanship.

Certain applications of the new Bentley logo will include the Los Angeles mark.

We are embracing Bentley’s legacy as a Los Angeles manufacturer. Los Angeles is not only where we are, but also a big part of who we are and what makes us unique.

Bentley, a leading commercial carpet producer, today revealed a comprehensive new branding strategy that reflects the company’s return to its original name and celebrates its heritage as a Los Angeles based manufacturer.

“Bentley’s new visual identity reflects the enduring and timeless characteristics for which the Bentley brand is known, while also incorporating elements of craftsmanship and innovation,” said Ralph Grogan, who was named president and CEO of Bentley earlier this year.

According to company officials, Bentley’s rich Los Angeles heritage is a core component of the company’s new identity and branding elements.

“We are embracing Bentley’s legacy as a Los Angeles manufacturer. Los Angeles is not only where we are, but also a big part of who we are and what makes us unique,” said Mr. Grogan.

The new branding elements will be rolled out during the next several weeks with NeoCon, the contract interiors industry’s premiere market event in mid-June in Chicago, being the formal introduction to the marketplace. The branding elements are supported by an advertising campaign that features photography of iconic Los Angeles architecture. The company’s new showrooms in Chicago -- a 3500 square foot showroom located at the Kinzie Design Center (across the street from the Merchandise Mart) and a 950 square foot showroom in the Merchandise Mart -- were designed with the new branding elements.

According to Mr. Grogan, the entire branding process was powered by the strength of the Bentley heritage.

“I think it is a tribute to the enduring culture of the Bentley brand that most of the leadership team here today were part of Bentley at some point in the past, and now they have returned to help restore this company to its position as an entrepreneurial enterprise and design leader. People want to be a part of this,” said Mr. Grogan.

Propp & Guerin, a leading graphics firm in San Francisco, provided the artistic direction for Bentley’s new visual identity.

About Bentley
Bentley was established in Los Angeles in 1979 as a privately owned boutique carpet manufacturer. Interior designers and architects quickly embraced Bentley’s ability to design and produce sophisticated and stylish carpet designs that had not previously been available for the contract market. In 2002, Bentley was renamed Bentley Prince Street while under the ownership of Interface, Inc., in an effort to streamline the corporation’s production of its broadloom products. Prince Street’s capital assets were eventually sold, and the company has operated in Bentley’s original production facility in Los Angeles for several years. Dominus Capital purchased the company in mid-2012.

Committed to sustainable commerce, Bentley operates in a LEED-EB® Gold facility and is the largest commercial carpet manufacturer in California. For more information, please visit

About Dominus Capital
Based in New York, Dominus Capital is a leading middle-market private equity investment firm that focuses on management-led buyouts and growth capital investments in companies in the business services, light manufacturing and consumer sectors. Drawing on the experience, knowledge and network of its founders and a team of in-house operating executives, Dominus Capital works hand-in-hand with exceptional management teams to unlock the untapped potential of its portfolio companies. The firm takes a long-term and conservative approach to investing and has a consistent and successful track record of achieving significant growth at its portfolio companies.

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