The Richards Group Selected as Agency of Record for American Signature, Inc.
American Signature, Inc. has selected The Richards Group, the largest independent brand-building shop in the nation, as the agency of record. New York-based PHD handles the media side of the business.
In its 67-year history, American Signature, Inc., has grown its family-owned and -operated businesses (American Signature and Value City Furniture) to more than 125 stores in 18 states and five distribution centers. The Richards Group will be responsible for branding strategy, creative, digital, social media and promotions that will launch in 2015.
“We’ve made major improvements to our in-store experiences and expanded our service offerings,” said Scott Binger, executive vice president of marketing for American Signature, Inc. “We need a partner who can help us tell our brand story and build an emotional connection with our guests, while simultaneously drive sales. The Richards Group is the best branding and retail agency in the country and the best agency for the job.”
American Signature, Inc., began furnishing homes in 1948. In recent years, the retailer has expanded across 18 states in the eastern United States with its “guaranteed best prices” and a large assortment of in-stock pieces ranging from traditional to modern design. American Signature has also recently developed their online retail to make home furnishings easier, quicker and more affordable.
Rhonda Contreras, principal at The Richards Group, said, “American Signature has done a phenomenal job evolving its business with an omni-channel buying experience that is consistent with consumer expectations and attractive to furniture shoppers. That’s the kind of brand story that we get really excited to tell.”
New York-based PHD handles the media side of the business and are based in New York