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Anderson Hardwood announces total brand restructure

Fountain Inn, S.C. —Anderson Hardwood Floors is announcing a total brand restructure that will condense its product line from four brands to the company’s two flagship brands, Anderson and Virginia Vintage. In addition to the brand restructure, the over 65-year-old hardwood company will be revitalizing displays, reducing SKUs, lowering pricing and introducing competitive marketing programs, such as the Anderson Preferred Partner program.

The new approach will encourage a more simplified and powerful identity that prioritizes the historical trademarks of Made in America pride, fine craftsmanship and impeccable value consumers have come to know and love. The conversion away from the Appalachian and Biltmore lines will allow a refocus on Anderson’s flagship brands, Anderson and Virginia Vintage, and will be completed by the end January 2012.

The branding conversion will include retrofitting existing Anderson, Appalachian and Biltmore displays to reflect the “best of the best” Anderson and Virginia Vintage products and in-store messaging. Inspired by Anderson’s American-made story and environmental stewardship; the new displays feature patriotic colors and a vintage feel reflective of the company’s rich history. The transition will enable a more streamlined production process that increases efficiency and provides enhanced service to dealers.

“Our customers have a deep connection to the tradition-steeped Anderson brand, so it made sense to mirror that dedication in our visual identity using the Anderson and Virginia Vintage flagship brands,” said Anderson CEO Don Finkell. “We’ll continue introducing beautiful, price-competitive hardwood floors, including the distressed, hand-scraped craftsmanship Anderson is known for. This transition to a more streamlined offering will improve our competitiveness while adhering to the ideals of our company.”

The Anderson and Virginia Vintage brands will include the brands’ top-selling hardwood styles and colors from the Appalachian and Biltmore lines.

“Essentially, we will be offering the best of the best in these two American-made brands to simplify our hardwood collection for our distribution partners,” said Jeff Sills, executive vice president of sales. “With this transition, we’re creating a better opportunity for our distributor partners to make greater profits.”

According to Anderson Director of Marketing Mollie Surratt, the andersonfloors.com home page will also tout new messaging as part of the brand strategy. The recently introduced “Why Anderson?” brochure will be the leading collateral piece for the year. The piece highlights the story, innovation and attributes behind Anderson Hardwood.

Part of the brand strategy is a new partnership program for retailers, named the Anderson Preferred Partner program. According to Sills, the new program will allow the Anderson Family of Brands to work harder for retailers with highlighted listing on the dealer locator, free promotion registration and POP materials , access to lower pricing and other special benefits. For more information, please visit andersonfloors.com/preferredpartner.

With decades of experience and innovation, Anderson continues to use its quality processes and excellent craftsmanship to produce industry-leading hardwood floors. The company is consistently recognized as an industry leader, creating the most durable, sustainable hardwood floors on the market today.

If distributors or retailers have any questions about the brand restructure, e-mail the Anderson team at restructureforsuccess@andersonfloors.com. To learn more about Anderson Hardwood, please visit andersonfloors.com.