LAVAL, Quebec – High end white goods distributor Distinctive Appliances has dropped the ‘appliances’ from its moniker and will now be known simply as Distinctive. It’s part of a re-branding effort to drive growth while shoring up its position as a pioneer and innovator in the North American residential appliance market.
In a statement, the privately held subsidiary of Am-Cam Èlectromènagers described the name change as obvious “as it reflects the commitment we have stood by for nearly 40 years, to offer appliances we use every day in our homes…to always be innovative and trendsetting for the North American appliance market, to be Distinctive.”
“We decided to re-energize and rejuvenate our brand to better reveal our love for unique designs and innovation,” said Eric Lapierre, Distinctive vice president of sales and marketing. “This is a way to prove to our whole network that our quest for innovation and distinctiveness has never been as keen as it is now.”
This rebranding also coincides with the opening of the company’s new head office, located at 2025 Cunard Street in this Montreal suburb.
Lapierre said the new office mirrors the company’s new branding with futuristic and digital elements that highlight the desire to modernise the industry while incorporating stylish and ergonomic features that represent its love of great appliance designs.
The newly opened facility features 12 shipping/receiving bays and 120,000 square feet of warehouse space. “Our new location will also allow us to increase our storage and delivery capacity, to the benefit of all our partners,” Lapierre said.
They also carry some 4,500 parts for service – including 1,500 major parts. It is also adding three new appliance brands to its offerings: Azure, Forno and Louisiana Grills. Other brands in its stable include Bertazzoni, Blomberg, Fabor, Speed Queen and Fulgor Milano.
Last October, Am-Cam purchased Corbeil Électrique – a 32-unit chain of appliance stores – from the now defunct Sears Canada. It operates independently from Distinctive and has its own management team.
The re-branding will also include a new visual identity (logo, documents, etc.) as well as a redesigned web site at www.distinctive-online.com.
The company also announced that a new showroom will be opened at the new head office facility sometime during the second quarter of 2018. Distinctive also has a showroom in SOFA (Source of Furniture and Accessories), the permanent showroom annex of the International Centre in Mississauga, Ontario.
Distinctive said it has 344 active retailers in its network.