Formerly Fixtures Living, company takes on new identity ahead of nationwide expansion
Fixtures Living Inc. is growing its business and changing its name—to PIRCH, coined by brand agency MiresBall. The change also includes a new visual identity.
A strategic play on “perch,” the new name “will reflect a brand that is whole-heartedly committed to helping its customers live joyfully through its creative approach to shopping for the home,” said John Ball, principal and creative director at MiresBall.
“Our goal was to create an identity that offers a more emotional connection for consumers as the company enters new markets,” Ball added. Furthermore, he explained, spelling PIRCH with an “I” makes it unique to the retailer, whose distinguished business approach has earned them a coveted spot on Forbes’ list of America’s Most Promising Companies.
Though the company had built significant brand equity in the Fixtures Living name, Ball said its leaders came to believe that their identity must evolve as the company grows and reaches more consumers.
“This is a seminal moment in the continuing evolution of our company,” said Jeffery R. Sears, PIRCH’s CEO. “As we expand our presence in the U.S., and touch more and more lives along the way, we feel it’s important to have a name that conveys why we exist—our purpose and our promise. PIRCH captures that, as it suggests an elevated experience, a place to branch out and discover new ways to ‘feather your nest.’”
New PIRCH showrooms open this fall in San Diego’s Westfield UTC mall and Los Angeles’s Glendale Galleria, with additional locations planned for Atlanta (Buckhead), Chicago (Oakbrook Center) and Dallas (NorthPark Center), among others over the next 12 to 24 months.
As PIRCH establishes itself in luxury retail centers across the country—a first in the home appliances category—families will be encouraged to view home improvement from a new vantage point, one that engages consumers with memorable experiences of working cooktops, grills, and bath fixtures before making a purchase. Shoppers are invited to experience an array of best-in-class brands for indoor and outdoor kitchens by cooking a meal in a fully functioning kitchen, for example. The identity change officially takes effect August 29.
PIRCH is the latest in a series of successful, high-visibility identity transformations spearheaded by MiresBall:
Kwikset – For a keyless lock that can be opened through a mobile application available to users of the iPhone 4s and iPhone 5, MiresBall created Kevo.
Terranea Resort – A new identity invokes the resort’s Mediterranean flavor and secluded oceanfront surroundings.
Novatel Wireless MiFi – MiresBall coined “MiFi,” a consumer-friendly name for a breakthrough new product: the personal wireless hotspot.
Walmart – To unify a wide array of products, an updated No Boundaries identity focused both on form and function. A youthful nickname, Nobo, was created and expressed with a clean design and custom typeface.
See more naming highlights from MiresBall here.