Theodore Alexander is introducing a multi-faceted plan encompassing an extensive 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. “This monumental undertaking was led by Lizzy Freundel, our director of marketing communications and innovation. She and her team did an outstanding job of developing the strategy and facilitating the plan. Our retail partners will greatly benefit by this significant investment which will drive sales and increase business.”

The centerpiece of the branding initiatives is Theodore Alexander’s groundbreaking website,, which debuted January 10. The site was developed by Critical Mass, an interactive marketing agency that helps the world’s leading companies use digital media to increase revenue and deepen customer relationships. An Omnicom company, Critical Mass is well known for its work with luxury brands such as Rolex and Infiniti.

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.

According to Freundel, “The new site aims to create an emotional bond with users through enhanced visuals and storytelling. It communicates the brand’s aesthetic while it facilitates browsing the extensive line of large collections. Each feature and function was designed to motivate users to explore the site 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 site also offers features and functionality to facilitate the ordering process and servicing of Theodore Alexander’s retailers from around the world. Theodore Alexander sales associates will provide them training and assistance to maximize the benefits of utilizing the new site.

In conjunction with the updated brand identity, Theodore Alexander is updating its marketing collateral, including product photography, typography, and logo, which has been redesigned for more weight and presence. A new color palette is rooted in the warm, rich tones of the company’s furniture.

“In all our marketing and communications, we will emphasize our key strengths: highly original designs, the finest quality construction, and details and flair that go far beyond the expected,” Dondero said.

The new brand statement, he added, will convey the message that it is “possible to fall madly in love with a piece of furniture.”

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, our blog or on Facebook, and follow us on Twitter @theoalex.

About Critical Mass
Critical Mass, 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 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, Costa Rica, and Amsterdam. Critical Mass is a unit of Star Marketing Group For additional information, visit our website:, our blog:, or follow us on Twitter: @criticalmass.

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