Weston - New Image, New Range

Release date: March 2003

Client: Weston of Scandinavia

Title: Weston launches new image and new wool range

Danish carpet manufacturer Weston of Scandinavia launched a new corporate image and a new any-width 100% pure wool carpet range at the Brighton Floorcoverings Exhibition in March.

Known for its bold red and white corporate identity based on the colours of the Danish flag, Weston has adopted a scenic, tranquil image, reflecting the atmosphere, images and colours of the Scandinavian landscape.

The new image, which features crystal fjords, dense evergreen forests and Scandinavian blue skies, will now be introduced throughout the company’s point-of-sale material, starting with new retail stands which were on display for the first time at Brighton. The company will continue to use its ‘Quality by Design’ strapline.

The exhibition was the first opportunity for retailers to see the new in-store stand and it provoked considerable interest, which the company is now following up.

“The compact, half-cylinder retail stand was chosen after feedback from retailers suggested that accessibility and compactness were paramount in stores where space is at a premium and much preferable to large carpet displays,” said John Harrison, managing director of Essex-based Weston of Scandinavia. “We listened to the retailers and developed our new stand to fit the bill.”

Weston unveiled its latest environmentally-friendly 100% pure wool range, Natural Collection 2, at the exhibition.

Aimed at the discerning domestic customer who requires a durable yet luxurious domestic carpet in the latest natural colours, Natural Collection 2 comes in a palette of five soft shades. It is available in four woven textures and comes in any width up to 5m

Other carpets in this 100% pure wool range on show at the exhibition were Royal Design, Royal Velour, Structure, Tunis and Queen Tweed. All are certified with the familiar Woolmark logo

As with most of the company’s carpet lines, the complete Weston of Scandinavia pure wool range is available in any width, in 1cm increments up to 5m, thereby offering economy for the customer and ease of fitting, while avoiding unnecessary wastage and unsightly carpet joins.

The company is committed to the elimination of waste as part of its environmentally-friendly carpet production in Denmark. This also includes the rejection of all raw materials that are hazardous to health or the environment.