Critical Mass Launches New Web Experience for Theodore Alexander, a Leading Global Luxury Furniture Manufacturer

Critical Mass (www.criticalmass.com), an Omnicom digital marketing agency, announces the launch of an integrated brand experience for Theodore Alexander (www.theodorealexander.com). The multi-faceted launch encompasses a comprehensive digital strategy, new website, updated logo and corporate color palette, and marketing materials to strengthen the home furnishings producer’s positioning as a leading luxury brand.

"The moves are designed to enhance the company’s growing international presence as a preeminent source for stylish, inspired home furnishings that are hand-crafted with care for its discerning customers and their lifestyles,” said Harvey Dondero, Theodore Alexander’s CEO.

The centerpiece of these initiatives is Theodore Alexander’s groundbreaking online destination, www.theodorealexander.com. More than just a website, the integrated internet experience has unique new features that include multiple enhanced product search functions, custom-crafted videos of the company’s elaborate manufacturing processes, historical background and period references for the line, and a shopping cart linked to local retailers with a quotation request function. Signature pieces from the 4,000-plus items on the site provide 360-degree views, using a "reflections” technique that adds dimension and visual interest. Consumers can create Look Books of their favorite items to use for shopping or sharing with others; Look Book creation is a feature that will also benefit design professionals working with clients.

In addition to delivering an elegant experience for both consumers and designers, the site also offers features and functionality that facilitate the ordering process for Theodore Alexander’s many retailers from around the world. The careful inclusion of these features and functionalities strove to streamline the browsing and ordering process for retailers, thereby assisting Theodore Alexander in driving their sales and business goals and enhancing its reputation as a leading global luxury brand.

According to Lizzy Freundel, Theodore Alexander’s Director of Marketing Communications and Innovation, "the new site aims to create an emotional bond with users through enhanced visuals and storytelling. It communicates the brand’s aesthetic while facilitating browsing the extensive line of large collections. Each feature and function was designed to motivate users of the site to explore further.”

"Our goal was to make the site as easy and friendly for users as possible,” said Freundel. "At the same time, we’ve created a unique, unprecedented experience that spotlights the exceptional quality and unique point of view of Theodore Alexander. It sets us apart from all other home furnishings brands with a look, feel and nuances that truly inspire.”

"The central idea uniting the brand identity and online experience we created for Theodore Alexander is that it is possible to fall madly in love with a piece of furniture,” said Cameron Bedford, Senior Vice President, General Manager, Critical Mass. "With every interaction, we aimed to deepen the users’ connection to the brand. The result is a site that celebrates the company’s heritage of exceptional quality and craftsmanship, while providing essential tools to connect Theodore Alexander with its network of dealers, designers and consumers.”

About Critical Mass

Critical Mass (www.criticalmass.com), an Omnicom digital marketing agency, helps the world's leading companies use digital media to create extraordinary experiences—experiences that bring together creative thinking, smart ideas and emerging technologies to drive our clients’ businesses. Consistently recognized by Forrester Research as a leading interactive agency, Critical Mass operates globally from offices in Calgary, Toronto, Chicago, New York, Nashville, London, Amsterdam and Costa Rica. Critical Mass is a unit of Star Marketing Group (www.starmsgroup.com). For additional information, visit our website: www.criticalmass.com, our blog: http://experiencematters.criticalmass.com, www.facebook.com/criticalmass.agency or follow us on twitter: @criticalmass.

About Theodore Alexander

Theodore Alexander is renowned for unmatched craftsmanship, exquisite finishes and extraordinary design. Covering a diversity of periods and styles, their collections encompass thousands of unique lighting, home accents, case goods and upholstered furnishings. Theodore Alexander and its licensed Althorp Living History collection, and newly introduced Keno Bros. collection, are available throughout the world at fine furniture galleries and design centers. For more information, please visit us at www.theodorealexander.com, our blog http://theo.theodorealexander.com/ or on Facebook, and follow us on twitter @theoalex.