May 2, 2007—Florim, previously known as Florim USA, is launching sweeping new marketing strategies, starting with the company’s name modification and the full re-branding of its Esquire and AFI (formerly American Florim) brands. The company produces porcelain tiles.
Florim’s changes, developed over many months of research and planning, reflect the ongoing corporate investment in and commitment to the US/North American marketplace. The dropping of USA from the corporate name denotes the company’s heightened, synergistic association with parent corporation The Florim Group of Italy. Florim is a wholly owned subsidiary of The Florim Group.
Both of Florim’s US brands have undergone image transformations to support their defined personalities From the launch of new product lines and the discontinuation of select past products to the creation of new logos and the redesign of all marketing materials and merchandising, Esquire and AFI have experienced “revolutionary alterations,” says the company.
Esquire is now defined as tradition with class, while AFI (pronounced af-ee) is deemed urban casual.
The re-branding initiatives come in tandem with the introduction of numerous new, strategically designed product lines, all originating from Italian design through the Florim Group’s team of experienced professionals. For more information visit the Florim Web site.
