cmi rebrands with new catalog, revamped website

HTT Staff -- Home Textiles Today, 4/21/2011 11:47:51 AM

Pawtucket, R.I. - Braided texture rug manufacturing company cmi (Colonial Mills Inc.) is unveiling its newly renovated website, www.colonialmills.com.

The company's marketing duo, director of marketing Lynne Minchello and product and design manager Meredith Thayer, began the process of "rebranding" cmi in the summer of 2010 with the idea of showing 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 in their braided-texture area rugs and accessories."

The first hurdle was crossed on Feb.1 when cmi published its newest catalog. Soon after, in late February, the company launched its 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 -- Search by Modern Rugs, Outdoor Rugs, Juvenile Rugs, Traditional Rugs, Yarns/Fabrics, Colors and Eco-friendly Rugs," Minchello said. "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 on the site include Decorating Tips, a Factory Tour, Rug Care, Custom Design Steps, Tradeshow Information and more.

For ease of use, the cmi catalog is categorized into four collections of rugs. The website also follows this format, with the additional search options listed above.

Phase 2 of the website redesign is currently underway and will include the addition to the site of a wide-range of options for customers/retailers to utilize -- accessing account information, placing orders, and making payments, among several others.

On a related note, cmi also encourages retailers and consumers to stay connected via Twitter @CMI-rugs and "CMI - Colonial Mills, Inc." on Facebook.