HFA member rebrands as Schewels Home

Schewels home leaders

Home Furnishings Association member Schewel Furniture Company, a 50-store furniture retail chain focusing on in-house financing, has rebranded as Schewels Home.

The Lynchburg, Va.-based Top 100 retailer was founded in 1897 and is now in its fifth generation of family leadership. It operates stores in Virginia, North Carolina and West Virginia, offering living, dining and bedroom furniture and mattresses and also selling appliances, electronics and lawn and garden equipment.

“A lot of things have changed over 122 years, but what hasn’t is our commitment to go above and beyond for our customers,” CEO Marc Schewel, who represents the fourth generation of the family to run the business, said in a news release.

“In order to further enhance that experience, we have decided to become Schewels Home. This change will bring new energy to our stores and new benefits for our customers,” he said.

Expanded 0 percent financing

The main new customer benefits are: lower prices, expanded 0 percent interest financing every day, and a $50,000 community investment, the company said. The community investment funds will be allocated to each store based on size, and a committee of store employees will help determine what local organizations to support. 

“At the same time, we are recommitting to our mission: providing affordable home furnishings and exceptional customer service to generations of families,” said Jack Schewel, also from the fourth generation.

The company strives to achieve its mission every day while upholding the following values: integrity, customer focus, family, commitment to employees, teamwork and community, according to the news release.

As part of the rebranding initiative, the company is remodeling the interiors and exteriors of its largest stores, in the Virginia cities of Lynchburg, Roanoke, Danville and Charlottesville. The grand opening for the flagship Lynchburg location will be Aug. 23.

The store signage and delivery truck exteriors at the other 46 stores will be converted to the new logo on a rolling basis over the next two years, the news release stated. The company said it will continue its ongoing store revitalization program, which has remodeled a third of the stores since the fall of 2017.

The right time to update image

The new brand identity and store exteriors were designed by Martin Roberts Design of New York, a leading retail design firm.

“We feel like the time is right to update our image,” said Matt Schewel, director of store operations, who represents the fifth generation. “We also want to create a brand that’s going to appeal to young people, while improving the retail experience for our long-time customers.”

Read about HFA members in the Shop Talk blog.

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