ARMEN LIVING LAUNCHES WEBSITE TO PREVIEW ITS FALL 2009 FURNITURE COLLECTION

Five Product Groupings Introduced Featuring Trend-Setting Designs

September 8, 2009
LOS ANGELES, CALIF.

Armen Living has launched a new website www.armenliving.com to preview its fall collection online in anticipation of exhibiting new designs at the Las Vegas Market September 14-17.

Armen Living recently changed its name from Armen Art Furniture, and the website is part of a major rebranding campaign that repositions the company and its products as “Furniture for Contemporary Lifestyles.”

The online Fall 2009 Collection is introduced with a jazzy music soundtrack and photography showcasing new designs in five product categories that include dining furniture, chairs and club chairs, ottomans and benches, sofas, sectionals and chaises, and barstools. The pieces reflect a range of styles, incorporating retro, modern and Asian influences.

Armen Living is targeting youthful consumers who want their furnishings to be an extension of the self-expression they apply in other areas of their lives and reflect their unique individualism. The website presentation highlights the lines’ youthful sophistication, thoughtful designs, colorful expressions and alluring textures, all elements of the company’s repositioning message.

“The economic recession requires furniture makers to develop new approaches to attract consumers,” said Bob Phillips, Vice President of Sales for the company. “We believe our lifestyle-based designs will excite buyers by projecting originality and a strong subliminal coolness factor while satisfying their need for a high-end look at reasonable price points.”

“The company has assembled a stellar design team to develop all the exclusive pieces in the collection, which is being manufactured in Armen Living's company-owned facilities in Dongguan, China,” Phillips added. “This vertical integration allows Armen Living to quickly test and implement new designs and bring them to market ahead of the trend.”

Armen Living is undertaking a multi-part marketing campaign for the new lines that includes the website to launch the collection, a mix of traditional and new media, online video, social sites and unique web content designed to enhance its B2B communications.

Armen Living has retained MVC Agency of Los Angeles to spearhead its rebranding and marketing campaign, including the design of the website.

For more information visit www.armenliving.com, e-mail info@armenliving.com or call (818) 767-6626.