Ethan Allen Undergoes a Modern Makeover

The company launched the "New Modern Living" marketing campaign based on nine distinct buzzwords: modern, chic, fresh, elegant, sexy, cool, pretty, hip, and now.

Laurel Petriello -- Interior Design, 4/6/2009

Classic, colonial furniture is so last century.

More than ever, Americans are embracing contemporary furniture styles and clean, lines of modern interiors. To appeal to the latest generation of consumers, furniture manufacturer Ethan Allen is taking major steps in a product and branding makeover to stay on target with the newest evolution of interior design.

As the general public grows more design savvy, Ethan Allen has been stepping up to the plate to prove just how timeless they can be. In the fall, they launched the “New Modern Living” marketing campaign based on nine distinct buzzwords they wanted the brand to represent: modern, chic, fresh, elegant, sexy, cool, pretty, hip, and now. During the same quarter, the furniture manufacturer debuted a new Web site, which presented Ethan Allen in an entirely new light: clean, modern…and rocker chic? Indeed the new branding was enough to satisfy the hippest consumer, veterans in the design community, and, perhaps, even catch the eye of the mature rock and roll crowd.



The company has moved to identify itself as not only a furniture manufacturer and retailer but a design resource. For industry professionals, Ethan Allen announced the new Contract Division earlier this year. For the public, the retailer has re-branded each of their locations as “design centers” emphasizing complimentary in-house interior design services, as well as the quality and craftsmanship traditionally synonymous with the product.

Solidifying the positive outcome of their hard work, the Ethan Allen makeover did not go unnoticed by the entertainment industry. Global marketing powerhouse IMG invited the manufacturer to join forces during the Fall 2009 Mercedes Benz Fashion Week to produce the IMG Fashion VIP Hospitality Lounge. The lounge, which hosted fashion icons, editors, celebrities and executives throughout the week, showcased modular seating from the Ethan Allen Manhattan Beach collection, as well as eco-friendly furniture and accessories from the American Artisan line.


A shot from the Ethan Allen IMG Fashion VIP Hospitality Lounge at the Fall 2009 Mercedes Benz Fashion Week

Ethan Allen may be well past its platinum anniversary, but reinvention and innovation is the name of the game for the timeless furniture manufacturer. Their latest foray into contemporary product design and a hip, cool marketing campaign is just what the doctor ordered to keep going strong.

All images courtesy of Ethan Allen.