HFIA is undergoing a bold transformation starting with a new name, logo, and look.
The new name, Home Furnishings Independents Association, reflects the organization’s renewed focus as the choice and voice of the independent home furnishings professional, with services that help members achieve increased success in their businesses, communities, and the industry.
According to Julian Doerr Mutter, HFIA Board Chairman, “The new name really says who we are. When we use the term ‘independent,’ we’re talking about the decision-maker, the business owner, the action-taker and the difference-maker. The independents in our industry will find our services expressly designed to serve the needs of their businesses. And when they partner with the new HFIA, they will be offered an opportunity to directly influence not only the Association but the industry, too.”
Steve Kidder, an HFIA board officer, agrees. “I believe the word ‘independent’ better explains our organization to store owners and their managers and will have them asking what we can do for them. In the past, when our marketing materials arrived on the desk of a retailer in a small town in America, he might have wondered about joining an international organization.”
HFIA has undergone a dramatic transformation in its look, too. The logo has been redesigned to feature bold new colors, clean lines, and a fresh contemporary look. The redesigned logo has already appeared in a series of new trade ads. These ads embrace the essence of the new HFIA, promoting the fact that HFIA is ready with services and support needed to make members’ businesses more profitable.
According to Doerr Mutter, “We needed to refocus and be sure our image matched the services we are providing. The new name and the new logo are more in keeping with what our members have come to expect from our Association. The reinvention, if you will, further emphasizes the commitment HFIA offers members. HFIA is a stable, reliable organization, yes, but one with a fresh, inventive, and original vision for the future success of its members.”
HFIA was founded in 1923 as a Texas state organization, serving the needs of owners of independent, family owned retail furniture stores. While national in scope now, the Association continues to focus on the needs of independent business owners and the vendors and representatives who sell to them. HFIA’s office is located in the World Trade Center, 2050 Stemmons Fwy, Ste. 170, Dallas, TX, phone 800.942.HOME(4663), or www.hfia.com.
