High-Point, North Carolina-based upholstery and mattress fabrics manufacturer Culp Inc. and its Culp Upholstery Fabrics division have announced a comprehensive rebranding initiative that includes new logos, an updated LiveSmart brand and an expanded year-round design center at Congdon Yards. The Culp Innovation Center at Congdon Yards serves as a collaborative hub, uniting the expertise of both the upholstery and mattress fabric divisions.
According to a news release, key elements of the rebranding initiative include an updated visual identity featuring logos redesigned with modern fonts and a fresh color palette and a “hero mark” showcasing an abstract monogram of “Culp.”
To meet needs in the contemporary performance, well-being and sustainability categories, Culp is supporting the reintroduction of its LiveSmart fabric line with logos, marketing materials and point-of-sale displays positioning the line as a total performance collection with specialized yarn systems and protective finishes,
The company has also expanded its year-round design center at Congdon Yards, adding large-format fabric swatches with views of downtown High Point displayed in a modern industrial setting. The center, which now houses the company’s executive offices, provides designers and merchandisers ongoing access to Culp’s latest collections and design trends year-round, the news release said.
Culp Upholstery Fabrics President Beth Hunsberger stated that these initiatives mark the next chapter in Culp’s more than 50-year history as a leader in fabric innovation. “Culp is fortunate to have both a rich legacy and a forward-thinking approach to the future. We are excited to share the next generation of our LiveSmart brand with customers and continue meeting the evolving needs of the home furnishings market,” Hunsberger said.
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