cmi "resurfaces" with new brand and website

HTT Staff -- Home Textiles Today, 3/21/2011 3:25:56 PM

Pawtucket, RI - Family-run braided texture rug company cmi - Colonila Mills Inc. - has come up with a new branding message to go with its newly revamped website, www.colonialmills.com.

Lynne Minchello, director of marketing, and Meredith Thayer, product and design manager, have been working together since summer 2010 on a rebranding project that has one main goal in mind: "show customers that cmi is resurfacing from this recession with a rejuvenated look that will allow customers to feel the texture and appreciate the construction that cmi has to offer [with its] braided-texture area rugs and accessories," the company said.

That goal was first achieved via cmi's most recent product catalog, which launched Febr. 1, followed by the new website, which also launched last month.

Simple navigation is at the core of the new website.

"We categorized the ‘Browse By' function into eight different categories to make it easy for the retailer or consumer to quickly find the rug that fits their décor," said Minchello. "Search by Modern Rugs, Outdoor Rugs, Juvenile Rugs, Traditional Rugs, Yarns/Fabrics, Colors and Eco-friendly Rugs. The site looks great and really accomplished the rebranded, revived look Meredith and I set to accomplish with the 2011 cmi image."

The new website also offers cmi's assortment of accessory baskets, chair pads and stair treads for viewing and ordering. Other features include Decorating Tips, a Factory Tour, Rug Care, Custom Design Steps, Tradeshow Information and more.

Additionally, cmi is currently in the process of implementing the website's ‘Phase 2' effort, which will include a wide-range of options for customers/retailers to utilize.
"Accessing account information, placing orders and making payments are just a few of the options coming to www.colonialmills.com," Minchello added.

On a related note, social media is another new focus for cmi, which is active on Twitter and Facebook.