Home Accents Today: In rebrand, Visual Comfort’s Andy Singer focuses on relationships| People 2023

In January, Visual Comfort founder Andy Singer led his lighting company through a major rebranding, converting all of its brands into collections under one name: Visual Comfort & Co. The company has also changed its Circa Lighting retail showroom name to Visual Comfort & Co.

“We had a lot of names,” Singer said. “In an industry with little brand recognition, it was hard with six or seven of them.” But Visual Comfort is the brand that everyone knows best, he said, and the one that everyone sells.

Singer is very focused on the “& Co.” part of the name. “Relationships are the cornerstone of how we built this business. You can’t do everything yourself. Our design partners, factory partners, sales partners and our great customers are critical to the DNA of Visual Comfort. So, the ‘& Co.’ was really important to celebrate in our name.”

In June, Visual Comfort acquired Taylor’s Showroom at the Dallas Market Center from Jane Murray and introduced the 31,000 square-foot showroom as Visual Comfort & Co. the following month. It is Visual Comfort’s highest volume location.

Singer believes that what benefits Visual Comfort benefits everyone. “As we continue to invest more dollars, more marketing attention and more talent [to the brand], all of the people who buy our products will benefit from that. That’s a really important aspect of why we did what we did. We occupy a unique position in the industry, in that we have our own showrooms to sell through. We have to make sure we’re being respectful and make sure we also support our wholesale dealers. We want everyone to do better.”

The biggest challenge, according to Singer, is articulating to the industry his decision to rebrand everything under the Visual Comfort umbrella. “We are making sure we get the message out that we are living this strategy.”