by Luxury furniture manufacturer seeks to grow its presence with interior design community, while also targeting luxury markets in the hospitality sector
MORGANTON, N.C. — Luxury furniture manufacturer EJ Victor has revealed a long-planned strategic initiative it said is aimed at refining its brand message and expanding its reach in the marketplace.
Under the direction of CEO Richard Oliver, the company has hired a national marketing firm to conduct what it describes as a top-down audit of its messaging and communications in a way that better aligns with “the evolving demands of the luxury market.”
The company said it also is further refining its marketing efforts “to enhance its presence within the interior design industry” while also adopting new technologies that make it easier for designers to access new products and place orders.
As part of this initiative, the company said it is partnering with the same marketing firm “to strategize, retool and optimize its digital platforms. This collaboration aims to streamline business interactions with interior designers and provide an enhanced, user-friendly experience for modern consumers discovering EJ Victor products and brand experiences.”
“EJ Victor has always been synonymous with exceptional quality and craftsmanship,” Oliver said. “We have always been known for our unique luxury furniture, but in recent years EJ Victor has also become a destination for customization. Our breadth of custom capabilities has made us a destination for the interior design community.
“Our new strategic initiatives will not only reinforce these values but also ensure that we remain at the forefront of the luxury furniture market. By enhancing our digital presence and refining our brand messaging, we aim to make it easier for interior designers and consumers alike to connect with our products and our story.”
The company added that a key focus of the marketing initiative is to target luxury markets in the hospitality sector, a growing part of the company’s business. Among the renowned properties it has refurbished of late include the St. Regis Resort in Aspen, Colorado, 40 Bleecker in New York City, Four Seasons Resort in Lanai, Hawaii, and other luxury venues around the world.
EJ Victor also has a number of collaborations with designers including Alfredo Paredes, Allison Paladino, Antonia Caicedo and Browne and Moore, which have offered retailers and designers alike extensive collections on the residential side of its business.
Part of the company’s appeal is its ability to manufacture custom products in its Morganton, North Carolina, production facilities, which Home News Now visited this past spring. Click here to read that story and also see a video interview HNN did with Richard Oliver.
As part of the marketing initiative, the company said it will focus on the sustainable nature of its business, “ensuring that their high-quality, handcrafted furniture continues to be built to last for generations, with a mindful approach to environmental impact. This commitment to sustainability, combined with their renowned craftsmanship, will continue to set EJ Victor apart in the luxury furniture industry.”
