Decorating Den Interiors designs new branding look
Easton, Md. — North America’s largest interior design and homefurnishings franchise company, Decorating Den Interiors(www.decoratingden.com) , has introduced a new branding look to reflect its broader offerings of home furnishings and to set the stage for celebrating its 45th anniversary next year.
“While many other home furnishings businesses have closed, we have been growing and expanding our product line,” says Jim Bugg, Jr., president and chief executive. “We are experiencing record retail sales this year, attracting experienced design professionals as new franchisees and expanding in Canada as well as the U.S.”
The company’s new visual identity is a wordmark, a type treatment of its name that does not include any additional symbol. “We wanted the visual presentation of our name to be straight forward, clean and contemporary. We began as just Decorating Den in 1969 and added the word interiors later. Today our design professionals provide a wider range of home interior options than can be found from any single source. We want the word interiors to be prominent to consumers,” Bugg says.
“We also wanted more emphasis on the word interiors because, while historically our business was built primarily with women with an eye and passion for design, but often from other careers, such as teaching, or sales, today we are also attracting savvy experienced home interiorsprofessionals who have been displaced when the furniture store or design center they worked for closed, or are simply looking for greater independence. They are finding that our supplier network, business systems and continuing education provide a substantial advantage,” he adds.
Decorating Den Interiors franchisees represent more than 85 home furnishings suppliers offering its customers furniture, case goods, accessories, lighting, floor and wall coverings, draperies and other hard and soft window treatments. Its design professionals take samples directly to the client’s home or office, provide complimentary design services, and personally see projects through to completion.
Complements new online career resource
Bugg noted that the added emphasis on interiors complements the new online resource the firm has developed to help those who would like to build on previous experience and gain the power of franchising.
Featured on the new tour are videos from interior design professionals who made the change to independent careers from other professions, some not related to interior design. “The site is organized into small sections that visitors can take in one at a time at their own pace,” he says. “We want them to be very comfortable and at ease in exploring whether our business systems, supplier network, and our continuing education programs can lead them to independence doing something they truly love.”
Decorating Den Interiors was founded in 1969. The Bugg family has provided its leadership since 1984. James S.Bugg, Sr., chairman, is former chairman of the International Franchise Association and a member of its Franchise Hall of Fame. Carol Donayre Bugg, ASID, DDCD, author of five books on decorating, serves as vice president and director of design. Her latest book is “Decorating…the Professional Touch,” Each interior decorator has access to thousands of samples of designer window treatments; wall and floor coverings; furniture, lighting and accessories; all brought directly to each client’s home or office Their work is regularly featured in interior decorating magazines, journals and books.