HIGH POINT – Drexel Heritage has been rebranded as Drexel, a move that will be revealed to buyers at the April High Point Market with a new contemporary product focus and collection created in conjunction with designer Jo Sampson.

The rebranding of the company as Drexel is perhaps the biggest change in identity the company has had since it was renamed Drexel Heritage in 1968. At that time, that name change incorporated the identities of two major companies - the Drexel Furniture Company formed in 1903 and Heritage Furniture Company which was purchased in 1951.

Since then, the company has been known for and identified with its traditional design aesthetic, including European traditional and Tuscan-design influenced collections that were style leaders at the time of their respective launches.

The renaming of the company is part of an effort to create a distinct contemporary style for the company and thus distinguish it from other sister brands such as Thomasville and Henredon, which are part of Heritage Home Group.

As part of this transition, the company has developed new collections that will join a number of existing collections that align with the new contemporary focus. The company said that these collections will replace inline products that do not fall within that design aesthetic.

The company also is replacing its entire fabric and leather assortment with a “fresh, colorful collection that reflects the contemporary lifestyle. Color saturated velvets and plains are the core of the textile program with on-brand geometric patterns.”

“We took this opportunity to really think about our targeted customer and the types of fabrics and leather that would help them express their style,” said Kathryn Woods, fashion merchandising manager. “The result is a focused assortment with rich color, textures with a focus on body cloths and geometric patterns for pillows and accent pieces.”

Drexel Brand Director Claudine Simone has led the transformation of the brand.

“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,” she said. “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.

"Our belief is in self-expression through bold and confident choices. We believe that a home should be as unique as you are and that beautiful design can enrich your soul. 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.”

The new Jo Sampson collection takes the contemporary design focus and combines it with European influences on a number of new pieces including cocktail tables, mirrored screens, accent tables, a four poster bed, a chest, a sectional and a sofa.

Other pieces include a sideboard, a tall storage cabinet, a dressing table, a bar cabinet and a dining table. Pieces are available in contrasting light and dark finishes and also feature mixed media elements such as marble, leather and brushed brass.

“The idea of the collection was not to impose a fixed aesthetic on a room but rather to provide versatile pieces that I hope will inspire the owner to express their individual style,” Sampson said. “Cabinets and room dividers, for example, offer spaces in which to display your own curated treasures, whether its objects found on travels, artfully stacked magazines or beautiful glassware.”

“It’s important to have the confidence to mix different styles to go with your own instincts and create living spaces that are eclectic and informal, yet organized and curated,” she added. “My ambition with this collection was, in a sense, to encapsulate the way we live today – surrounding ourselves with beautiful, versatile furniture that reflects a creative and spontaneous modern lifestyle.”

At the April High Point Market, Drexel also is showing its new Studio Seventeen, a new collection inspired by contemporary boutique hotels.

Pieces have architectural design elements and are shown in a new Ember finish that contrasts with a Dark Mocha finish on metal accents. There also are a number of lacquer finishes that complete the contemporary design aesthetic.

Key pieces include a dining table with two self-storing 15-inch leafs on each end; a stacked media unit with four self-close drawers and a sofa and chair the feature curved fronts and flared arms.

Company officials are pleased with the rebranding and contemporary design emphasis and believe it will resonate with retailers and consumers.

“We are confident this new aesthetic and the supporting marketing plans will attract a new customer to our network of Drexel dealers,” said Pierre de Villemejane, CEO and President of Heritage Home Group. “The new Drexel will appeal to a younger customer whose design aesthetic is a reflection of their own unique style – confident, bold and personal.”

“We are so proud of the effort of this team that has collaborated over the past year to break the traditional boundaries of Drexel Heritage to become Drexel – a brand whose persona is now a young, urban customer who celebrates life in creating modern interiors that reflect their own personal style,” added Regan Iglesia, chief merchandising officer for Heritage Home Group.

At market, the new looks and brand identity can be seen at the Drexel showroom in space 414 of Market Square.