Canadian Distributor Shnier Unveils New Brand Look

Canadian-based floor covering distribution company Shnier is rebranding its most recognizable flooring brand, Richmond.

The brand’s modernization coincides with the company’s celebration of 85 years in business.

The new look is designed to embody the heritage Richmond has represented since its conception more than 45 years ago, while demonstrating its aspiration to transcend its impact in the industry, says Shnier. The modern yet recognizable logos aim to reaffirm the deep-rooted meaning behind the brand as it leaps forward to remain a step ahead.

The endeavour to reimagine and simplify Richmond involves a consolidation of brands along with changes for others. Casa Roma Ceramic Tile will become known as Richmond Tile & Stone. This move to bring Casa Roma into the Richmond family will leverage the existing brand equity in the industry while increasing it, says Shnier. Further, Sunquest Seasonal Carpet will transition to a newly formed brand under the Richmond umbrella, introducing Richmond Seasonal Carpet.

At the same time, the other categories that Shnier offers, such as Richmond Laminate, Richmond Hardwood and Richmond Vinyl, will have a new face.

All existing proprietary websites will roll into a newly created website that will launch in spring.

“This migration offers our customers and their customers a one-stop, easy-to-navigate site featuring the entire product assortment in one place,” says Jeano Bejjani, director of marketing at Shnier, a Gesco company. “Customers can shop multiple categories without jumping site to site.”