News Releases

Shnier Unveils New Richmond Branding

January 17, 2023

Toronto, Ontario, Canada – Shnier, a Canadian-based national floor-covering distribution company, is happy to announce its rebrand plans for Richmond in the same year Shnier celebrates 85 years in the Canadian flooring industry.

As 2023 marks 85 years for the company, Richmond, its most recognizable brand, is being reinvigorated. For over 45 years, Richmond has earned and maintained an industry reputation as a trusted quality brand in the minds of flooring retailers and supply partners. The company recently announced a change in direction with regard to its value proposition which touched on its product and service offering. In recognition of this change, its leading brand is being modernized.

The new clean Richmond look is designed to embody the heritage the brand has represented since its conception while demonstrating its aspiration to transcend its impact in the industry. The modern yet recognizable logos aim to reaffirm the deep-rooted meaning behind the brand as it leaps forward to remain a step ahead. Customers can expect a strong and consistent message everywhere they transact with Shnier. Commemorating 85 years is a rare achievement that underscores the company's unwavering history of continuously evolving and innovating to bring value to its customers. The new Richmond image represents the experience the brand promises to deliver—trusted quality with the simplicity that today's customers across the entire value chain need and want.

The endeavour to reimagine and simplify Richmond involves a consolidation of brands along with changes for others. Casa Roma Ceramic Tile will become known as Richmond Tile & Stone. This move to bring Casa Roma into the Richmond family of brands will leverage the existing brand equity in the industry while increasing it. The consistency is in line with the trust already synonymous with Richmond. Furthermore, Sunquest Seasonal Carpet will transition to a newly formed brand under the Richmond Flooring umbrella, introducing Richmond Seasonal Carpet.

At the same time, the other categories that Shnier offers, such as Richmond Laminate, Richmond Hardwood, and Richmond Vinyl, will have a new face. All existing proprietary websites will roll up into a newly created website currently under construction. Richmondflooring.ca will become the new home for the company's proprietary brands with links to the vast portfolio of the industry's top licensed brands. "This migration offers our customers and their customers a one-stop, easy-to-navigate site featuring the entire product assortment in one place. Customers can shop multiple categories without jumping site-to-site. Shnier will back its branding with more digital marketing support with the help of our partner LocaliQ to get discovered to see to it that more customers find our customers than ever before. Our new path is about growing together to drive sustainable mutual success.", says Jeano Bejjani, Director of Marketing.

The new transitional home and landing page for Richmond Flooring can be found at: www.richmondflooring.ca

The Shnier Marketing Team looks forward to introducing the completed website in spring 2023.

Shnier, founded 85 years ago, is the leading Canadian-based national floor-covering distribution company. It designs, sources, merchandises, markets, sells and distributes an extensive number of leading licensed and proprietary private label brands, globally sourced and sold to thousands of customers within multiple channels of distribution. GESCO's numerous logistical facilities are strategically located coast to coast within Canada.

Media Contact:
Kimberly Van Den Hoek
Creative Services Manager
kvandenhoek@gesco.ca
905-789-3755 ext. 2463