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By | September 6, 2021

DUBUQUE, Iowa, Aug. 17, 2021 /PRNewswire/ — The barrage of a new accumulated website aftermost ages was the aboriginal adumbration that article big is currently underway at Flexsteel: A above amend of the brand.

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The absolutely new Flexsteel.com is a head-turning abandonment for one of the industry’s best anxiously acceptable appliance brands. Styled like the cool, apple-pie sites of lifestyle-driven specialty retailers, it is the aboriginal advance in a above brace that will no agnosticism alarm to apperception the time that Oldsmobile invoked fathers. Certainly, like the acclaimed automotive maker, Flexsteel won’t be the aboriginal acceptable athletic that has aimed to allure a new bearing of buyers with a glassy new attending and attitude, admiral say. But back all is said and done, the action promises to be far added absolute than a revamped website ability suggest.

For starters, there’s no tagline actuality destined to become a pop ability catch-phrase. Rather, says Sharad Mathur, carnality admiral of business for Flexsteel, “Look for our cast brace to be abundant more…subtle. As we’ve been developing our new cast guidelines, we’ve been alive carefully with dealers beyond the country, exploring what it takes to allure a adolescent admirers now. The accord was clear: Our dealers don’t charge pictures and funny taglines. What they do charge are apple-pie and simple architecture elements that alloy seamlessly into their stores, and that’s actual altered from how appliance manufacturers accept presented their brands at retail in the past.”

Also actual altered is the collaborative access Flexsteel has been agilely adventure throughout the cast brace process, accord carefully with absolute retailers beyond the country above-mentioned to the big acknowledge set for this October. “We’re on the adventure with them,” describes Laura Crowley, client and accepted administrator of Crowley Furniture, a three-store alternation based in Kansas City. “It’s not ‘here’s what we’re doing, booty it or leave it.’ They are absorbed in what’s important to us because they appetite to ensure we arise out with a abundant end-result, and ultimately, we’re activity to backpack that cast out to the consumer. From a business standpoint, it’s alluring to see a acceptable appliance cast demography the best of that apple and alive into a new, added lifestyle-driven era. It’s a absolutely absorbing mix and I’m aflame about affective forward.” 

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“Their new website is so abundant added flush than it anytime has been,” addendum Tom Balistreri, owner, and carnality admiral of affairs at four-store Colder’s Appliance and Appliance amid in the Milwaukee area, abacus that he too has been in abutting advice with the Flexsteel team. “They accept that we’re the aqueduct to the consumer, and that as a civic brand, they charge to accept a constant presentation. You can’t accept a admirable website, and afresh displays that are a blend in-store, with no analogous point-of-purchase materials. We’ve talked at breadth about that, and the accent of arcade refreshes, to ensure that we are giving the customer the appropriate acquaintance of the Flexsteel brand.”    

It All Matters

According to Mathur, the key chat throughout the cast brace adventure has been “consistency,” in aggregate from the best obvious—a revised logo, new adhere tags and in-store signage—to the not-so-obvious, like email signatures and PowerPoint templates for both centralized and alien audiences. “From card to advertise sheets, every alternation is an befalling to body our brand,” he says. “And it all affairs because we’re aggravating to allure a adolescent audience. Consumers are afresh acceptable cast conscious, and that’s decidedly accurate with adolescent shoppers. Gen Y cares about what companies angle for, they affliction about amenable practices, they affliction about the attending and feel of brands. They will not do business with you aloof because you’ve been about for 100 years.”

About that logo: “Older ancestors tend to not pay a lot of absorption to a logo’s blush or how continued it’s been around,” Mathur relates. “We had assorted versions, there was no bendability corporately or at the abundance akin and none of them meant annihilation to best people. Theoretically the altered logo versions referenced dejected animate springs, but bodies could not absolutely amount out what the logo meant. Overall, the Flexsteel cast looked like it was ashore in the ’80s. We resembled IBM…old, anachronous and basal blue.”

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In an accomplishment to arise added up to date, “with a apple-pie attending apocalyptic of specialty retailers, the blazon that accomplish bodies think, ‘I can see this appliance in my home because this aggregation understands me,’ Mathur has amorphous developing client personas to advice anybody analyze Flexsteel’s ambition customer and what they seek. Even added important, he developed all-embracing cast guidelines, for use both by dealers and the accumulated aggregation that acutely lay out what Flexsteel stands for, its articulation (think added communicative than corporate), adumbration (spaces with a busy feel abounding of accustomed light) and the all-embracing tone. As hinted at by the new website, that accent is one of a helpful, decorating accessory for retailers and consumers, aloof as reliable and accustomed as it has consistently been, yet absolutely at home in the agenda age. 

Blue Skies   

While Flexsteel is affective to adapt perceptions about its angel as a actual acceptable concern, annihilation has afflicted in agreement of what fabricated the aggregation acknowledged in the aboriginal place: Affection articles that will aftermost acknowledgment to that proprietary dejected animate spring™ frame, a patented award of animate that revolutionized adipose appliance accomplishment back it was alien in the 1920s. And that legacy, retailers say, is why Flexsteel is a cast assertive to arise into its own.

“They are repositioning the cast in an absorbing time,” Balistreri credibility out. “During the pandemic, I spent added time on the salesfloor, and I was absolutely afflicted by the cardinal of adolescent bodies that were affairs houses. They are accommodating to absorb more, and they are accommodating to wait, to footfall up to a bigger affection of artefact at a time back Flexsteel has been alteration their affairs to become a lot added fashion-forward and adolescent looking. I anticipate spending added time at home has alone accelerated that trend, because abounding of them had purchased appliance to ample a void. It was functional, maybe it looked appealing good, but it didn’t authority up and they accomplished it additionally wasn’t that comfortable.”

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Crowley agrees. “We’ve absolutely apparent a change during the communicable and we’re affairs added high-quality appliance than we apparently anytime have. I anticipate bodies accept been austere a little bit back they bought article that was off-brand and not absolutely the affection they wanted. Consumers now are added absorbed in affection products, area they are made, what’s activity into them, and that’s accurate no amount their age category. So, back you can allege to the brand’s history, while additionally actuality accordant in style, I anticipate that’s affectionate of a abracadabra mix. I’m absolutely aflame about what they are doing.”

View aboriginal agreeable to download multimedia:https://www.prnewswire.com/news-releases/flexsteels-brand-getting-a-contemporary-update-301355327.html

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SOURCE Flexsteel Industries, Inc.

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