Coaster Company of America Introduces New Brand Identity And Sub-brands

Coaster Company of America, a North American furniture distributor recently rebranded its company, and created three new sub-brands; CoasterEveryday, CoasterEssence and CoasterElevations. The corporate rebranding was announced on the opening day of Las Vegas Market and includes a new visual identity, website, corporate strategy, and new design elements at their Las Vegas Market showroom.

“We have completely refreshed our corporate identity, including our logo, as a signal to the furniture world of our commitment to the future, and our ongoing mission to add value to every relationship, including our relationship with our employees, retail partners and their customers,” said Janice Yeh, director of business operations for Coaster. “Our new logo, which features a red arc and updated typography represents renewal and bridges consumers to our dealers.”

Coaster’s research-based brand initiative includes the creation of three new sub-brands. The new sub-brands are CoasterEveryday, CoasterEssence and CoasterElevations. Each sub-brand is positioned to speak to a unique audience; Coaster plans to communicate with consumers at all stages of life. CoasterEveryday offers quality home furnishings designed for the budget conscious buyer. Positioned to speak primarily to younger generation X and millennial shoppers, CoasterEssence offers products suitable for more family focused consumers shopping for an upscale product. For the luxury buyer, CoasterElevations offers premium quality products and targets consumers from generation X and the baby boom.

The Scott Living line is also available through Coaster’s retail partners. This quality brand is based on the design philosophy of the Scott Brothers, which blends heirloom industrial and modern artistic tastes to create distinctive home furnishings.

As part of its new comprehensive digital strategy, Coaster is completely redesigning its website. “Today, more furniture shoppers are going online to experience furniture brands,” added Carol Sham, Marketing Manager for Coaster. “We intend to speak directly to the consumer. Our new website will enable a consumer to interact with each Coaster brand and help them see how our furniture products can fit into their lifestyle. Most importantly, our digital strategy focuses on driving the consumer to our retail partners, where they can experience Coaster home furnishing products up close and get assistance in making a purchase decision.”

In the coming months and years, Coaster’s strategic focus will continue to be to communicate directly to the consumer while reaffirming its long-term commitment to the success of its dealer partners. Coaster will introduce additional tools to encourage the consumer to engage with the Coaster brand, helping them in their journey towards making a purchase decision at a local retailer.  A new ad campaign has also been created to reveal how Coaster home furnishings touch lives in every stage of life.


About Coaster Furniture: Coaster is a second-generation company that has become a leading North American furniture distributor. Today, Coaster has 7 branches and 2 U.S distribution centers and employs over 800 people. Coaster offers a diverse and stylish selection of casual and formal living room, dining room, bedroom, home office and accent décor. Coaster furniture products can be found through an extensive dealer network and through leading online retailers.


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