“We took the opportunity to really think about our targeted customer and the types of fabrics and leather that would help express their style,” Woods explained. Fashion Merchandising Manager Kathryn Woods described the new covers as a “fresh, colorful collection that reflects the contemporary lifestyle.” In addition, Drexel officials said the brand’s entire fabric and leather assortment has been replaced for the updated custom upholstery program.
The company said the Sampson collection is “the perfect blend of understated opulence and metropolitan sophistication.” The other is from London designer Jo Sampson, and includes upholstery, case goods and accent pieces. One of the new collections, Studio Seventeen, is inspired by contemporary boutique hotels. We believe that the Drexel consumer desires to express themselves through their own unique style and desire to create interiors that are modern, sophisticated and reflect their own individuality.” “Our belief is in self-expression through bold and confident choices. “We have all seen many brands come and go because they did not have a clear definition and understanding of who they are, what they stand for, and did not evolve with the changing world around them. “We have shaken off the ‘Heritage’ epithet and are focused on creating a lifestyle that is based on clarity, creativity, innovation and most importantly, reliability and comfort,” said Brand Director Claudine Simone. Officials at Drexel’s parent company, Heritage Home Group, said the brand is dropping “Heritage” from its name to reinforce the move away from traditional styles.
The new collections will replace legacy products that don’t align with the positioning of the new brand, which will be known simply as Drexel. Drexel Heritage, which has been known for its traditional collections for decades, is repositioning itself as a contemporary brand and will unveil two major collections and a custom upholstery program at this month’s High Point Market that reflect the rebranding.
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