FOR IMMEDIATE RELEASE
Press contact: Austin Mill
50 Year-Old Bedmaker Seizes Upon Industry Shifts and Repositions Itself with New Focus on Grandmillennial Designers, Boutique Hospitality, DIY Design Enthusiasts
RICHMOND, VA - Brass Beds of Virginia, leading maker of handcrafted custom beds and a darling of top interiors designers including Anthony Buratta, Tom Scheerer, and Janie Molster announced this week that it will be strengthening its brand and business by unveiling a name change and entire re-branding. The name Worthen was chosen and is inspired by the concept that the company’s products and designs are regularly deemed worthy of great value and respect by designers and clientele – with a timeless heirloom quality to them.
“The new name - Worthen - allows us to more easily communicate a broader product line of complementary furnishings while also reflecting our unwavering commitment to high-quality materials, high standards, and the high art of brass and iron furniture creation,” wrote Lud Kimbrough, the company’s CEO in a company-wide letter.
For nearly 50 years, Brass Beds of Virginia has handcrafted custom beds made in their facility in Richmond, Virginia, with uncompromised attention to detail. As the market evolved and demands for additional bed types and bedroom furniture came to the forefront, the company expanded its offering. “While our focus on artisanship and quality will never waver, today we are much more than brass beds,” remarked Kimbrough.
As part of the brand evolution, the company will expand its focus to three demographics of customer growth: Grandmillenial Designers, DIY Design Enthusiasts and Boutique Hospitality. The company will also expand its digital marketplace offerings.
“The marketplace has shifted,” wrote Kimbrough. “Today we’re competing for a new generation of tech-savvy designers, home buyers, interior decorators, and boutique hospitality owners who are influenced by digital channels and social media. Worthen and its accompanying logo and design system will more elegantly meet the technical needs of digital communications and the expectations of its users.”
The unveiling of Worthen from Brass Beds of Virginia is a powerful business statement that captures the enduring beauty, old-world craftsmanship, and distinctiveness of the pieces the company has manufactured for decades.