Those who follow this website know that Taylor Precision Products have been busy the last few years acquiring a stable of quality housewares brands. Taylor has over the years created a reputation for creating and supporting quality products for the home, but the name doesn’t properly reflect their present brand portfolio.
So today, Taylor Precision Products introduced the company’s new corporate brand, logo, and website. The rebranding reflects both the aforementioned evolution of the company as well as its vision and plans for the future.
“Over the past 5 years, we have truly differentiated ourselves within our industry. We’ve structured our best in class design, engineering, operations and marketing to offer products that are stylish and functionally relevant. Filament Brands, our new name, is an embodiment of our mission statement and emphasizes the strong creative and professional talents that our company possesses,” said Rob Kay, CEO. “We approach our business differently than our competitors. Our success leverages a history of relentless customer focus and challenger mindset to redefine our future. It’s a very exciting time for the company.”
With a focus on innovation and quality, Filament Brands will be home to Rabbit, RBT, Houdini, Chef’n, VIBE, Taylor Kitchen, Taylor Bath, Taylor Weather, Springfield, Salter, EatSmart and two new brands expected to launch this Spring.
I have been a fan of several of these individual brands over the years, chiefly, Taylor, Chef’n, Salter and EatSmart. Taylor is the analog quick read thermometer of my kitchen. Chef’n has always been a leader in innovative, functional kitchen tools and have found a home in my kitchen – used with regularity.
EatSmart is a health focused brand with interactive scales that help people take control of their diet and fitness, but also a company with a socially responsible component. Every month EatSmart makes a donation to a different charity from the sales of their products.
Salter, well what can you say, they are one of the most respected, recognized manufacturers of kitchen scales in the world. A company, who in recent years, have expanded into a more complete line of kitchenware products. The firm began life in the late 1760s in the village of Bilston, England when Richard Salter, a spring maker, began making the first spring scales in Britain.1
This should be simply an identity change which won’t involve additional organizational changes that would interfere with the creativity and quality of the individual brands. We should just look back and say Filament was created to become the more equitable home of several top housewares brand.
1-Salter history from Wikipedia entry.