Category Innovation:
Nolte Furniture
Concentric worked with this German manufacturing giant to reposition the Nolte brand. Previously identified as a “ready-to-assemble” furniture company, Concentric helped transition Nolte to a “fashionable storage” furniture company. Concentric accomplished this objective by utilizing visuals, which offered ideas to consumers about how they might creatively use Nolte furniture in their homes. A simple, clean, European look enabled the in-store materials to stand out in this crowded category.
This clean, more upscale branding initiative led directly to office supplychain Staples deciding to feature Nolte products in their stores. By differentiating Nolte from it’s competitors, Concentric helped secure a solid market share for this growing brand.
