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Decorating Den Interiors debuts new branding look

The new Decorating Den Interiors logo.The new Decorating Den Interiors logo features a wordmark without any additional symbols.
Decorating Den Interiors introduced a new branding look prior to its 45th anniversary to reflect its offerings of home furnishings.

"While many other home furnishings businesses have closed, we have been growing and expanding our product line," said Jim Bugg Jr., president and chief executive of the Easton, Md.-based interior design and home furnishings franchise. "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 new company logo is a wordmark - a type treatment of its name without any additional symbols. Bugg said the intent was to offer a visual presentation that is straightforward, 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 noted. "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 interiors professionals 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."

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. The online career tour can be accessed at www.interiordecoratingfranchise.com by clicking on the Take our Virtual Tour button.

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.

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