Intercontinental Art has rebranded itself as ICA Home Decor and opened its first showroom in Americasmart last month.

The company was founded in 1976 as a framed graphics producer, and now is expanding into more home categories and building itself into a lifestyle brand for independent home and gift retailers, as well as furniture chains.

ICA Home Decor works with fine artists to create its line of wall decor, pillows, rugs and decorative accessories.

“This show is really the beginning of what we are going to do,” said Arthur Rivera, director of marketing. “We decided, 'let's do it now.' We found a great location and we look different. Maybe the time is right to be different.”

According to Tara Fortunato, chief merchandising officer, Atlanta was a natural place to launch the new brand.

“We have great respect for the Atlanta market,” she said. “It always gets national retailers coming to the market, and it's always held its own and always has a lot of traffic.”