Equipping retailers for success
The Columbia hardwood brand equips retailers for success by offering the right products supported by effective branding and merchandising.
The Right Products
Columbia is a comprehensive hardwood assortment that offers retailers all the products needed to capture their local market.
In addition to serving as the cornerstone of any successful hardwood program, Columbia’s product assortment strategically includes a full range of 48 solid and 55 engineered “character woods” across multiple species and multiple colors, making Columbia the “Industry’s Character Woods Specialist.”
Columbia’s character woods offer the industry’s best in unique surface treatments such as weathered, sculpted, timeworn, distressed, country rustic, chattered and scraped designs as well as features such as hammer dents, nail holes, splits, natural knots, sapwood, heartwood, and rich mineral streaks. No other brand offers a retailer everything that the Columbia line offers.
Effective Branding
Columbia is branded as a hardwood line designed to celebrate the art of the floor. Brand messaging is built upon the foundation of “Beautiful. Authentic. Handcrafted.” Because Columbia’s line exclusively features domestic species that are responsibly harvested and manufactured in the United States, “Made in the USA” is also a prominent part of Columbia’s branding.
Columbia directs photography and merchandising elements toward the female consumer and uniquely weaves stories throughout merchandising to assist her in making a personal connection with products.
For example, Hatteras is a product that features a weathered appearance. In Columbia’s merchandising, Hatteras’ photography is accompanied by the story of how fond memories of family summers spent at the beach inspired one woman’s purchase of Hatteras’ weathered planks for her home.
Using the combination of social media, website content, in-store merchandising, and literature, Columbia drives the brand through all channels necessary to equip a retailer for success.