New Name Underscores Jaipur’s Journey and Status as a Fast-Growing Global Lifestyle Brand
NORCROSS, GA—February 22, 2016—Jaipur Rugs Inc. has been renamed Jaipur Living Inc. The announcement comes as Jaipur celebrates more than a decade of steady growth and expansion in key categories that include the award-winning rugs that have made Jaipur a global name, as well as textile products that currently consist of pillows, poufs and throws.
“We have been amazed and humbled by the company’s rapid expansion in recent years, both in size and the distribution channels we serve, as well as in the organic growth of our product lines,” said Asha Chaudhary, president, Jaipur Living. “There is so much momentum for the company, and at this stage in our evolution, the change underscores our vision for Jaipur as a true lifestyle brand, one that will continue to revolutionize the home industry with a transformative business model centered on our passion for people, product and design.”
In line with the new name, following are some of the key updates the company will roll out:
Debuting with the new name is a refreshed logo and brand identity, showcasing the iconic Jaipur brand through a new lens that is clean, bold and graceful.
The launch of JaipurLiving.com brings a visual refresh and more efficient user experience for customers. Additionally, all emails will be updated to @jaipurliving.com.
All company social media handles will transition from @jaipurlifestyle to @jaipurliving, including Facebook, Instagram, Twitter, Pinterest and LinkedIn.
“We set out to really celebrate what makes us unique with this rebrand, elevating our current look while staying authentic to what has made Jaipur a name in the industry,” said Li Kurczewski, creative director, Jaipur Living. “I think our loyalists will be quite excited by the new logo and overall look and feel of the brand. And we’re just getting started! This is only a glimpse into so much more to come as we take our creative approach to new heights in everything from product design to the showroom experience.”
Kurczewski is at the helm of a new, hand-picked creative, design and marketing team, joining Jaipur in recent months and collectively bringing many years of experience working with global brands that have famously led the industry in their innovative approaches to branding and design.
As part of Jaipur’s continued growth, the company has also announced the purchase of 23 acres of land in north Atlanta. Plans for a new 350,000-square-foot facility are currently underway and expected to take place in two phases beginning in January 2017. The new facility will position Jaipur to better serve its broad customer base worldwide while sustaining and supporting the company’s steady expansion.
“This is without question the most exciting time for Jaipur in years,” Chaudhary relates. “From our own carefully-curated collections to strategic designer collaborations with iconic brands like kate spade new york, Nikki Chu, Jennifer Adams and more, we are dedicated to staying on the pulse of all of the current and timeless trends that our customers seek, and giving them more of what they want. While our name may be changing, our customers can rest assured that the beautiful products and commitment to service they’ve come to expect from the Jaipur name will remain unchanged.”
Jaipur Living’s sister company, Jaipur Rugs Company Pvt. Ltd. (“JRC”), will continue to operate as usual, supplying the beautiful, hand-crafted rugs that have made Jaipur a global name. Over the past decade, the two companies have commonly shared the “Jaipur Rugs” name, while continuing to grow and evolve to accommodate the diverse and ever-changing needs of an international audience with the dynamic range of categories and constructions they seek. Through it all, both companies have remained completely aligned, never losing sight of their roots and core company mission – to empower the artisans creating some of the world’s most beautiful rugs through the Jaipur Rugs Foundation.
“While our name change will help to differentiate our brands and create a platform for our continued growth as a lifestyle brand, the relationship between our two companies and how we work together will remain unchanged,” assures Chaudhary.
The companies are best known for revolutionizing the rug industry by creating an entirely new business model—working directly with artisans and uplifting their lives and communities. Today, Jaipur Living remains family owned, and North American operations are headquartered in Norcross, GA.
SOURCE: Jaipur Living