MORGANTON, N.C. – High-end North Carolina furniture manufacturer EJ Victor will implement a strategic initiative aimed at refining its brand messaging and expanding its market reach, the company announced this week.
Led by recently appointed CEO Richard Oliver, the company will conduct a top-down audit of its messaging and communications to “better align with the evolving demands of the luxury market.” The company is also re-strategizing its marketing efforts to enhance its presence within the interior design industry and adopting new technologies to make it easier for designers to place orders and access new products.
To further these efforts, EJ Victor has partnered with a full-service marketing agency to strategize, retool and optimize its digital platforms. This collaboration aims to streamline business interactions with interior designers and provide an “enhanced, user-friendly experience” for consumers discovering EJ Victor products and brand experiences.
A key focus of this initiative is targeting luxury markets in the hospitality sector, where EJ Victor says it has recently made strides. New projects include furnishing the St. Regis resort in Aspen, 40 Bleecker in New York City, Four Seasons Resort in Lanai and other luxury venues across the globe.
“EJ Victor has always been known for our unique luxury furniture, but in recent years EJ Victor has also become a destination for customization,” said Oliver. “Our breadth of custom capabilities has made us a destination for the interior design community. Our new strategic initiatives will not only reinforce these values, but also ensure that we remain at the forefront of the luxury furniture market.
“By enhancing our digital presence and refining our brand messaging, we aim to make it easier for interior designers and consumers alike to connect with our products and our story.”
EJ Victor has collaborated with world-renowned designers such as Alfredo Paredes, Allison Paladino, Antonia Caicedo, and Browne and Moore. The company says these partnerships have resulted in exclusive furniture collections “that embody the creativity and expertise” of these designers.
Finally, the company says the initiative will focus on sustainable practices.