Headquartered in Glen Raven, North Carolina, Glen Raven has grown from a small cotton mill into a global leader in performance fabrics. Glen Raven introduced its Sunbrella brand of performance fabrics in the 1960s. Today, Sunbrella is the premier performance fabric for awnings, furniture, marine applications and convertible tops among other uses. Glen Raven recently purchased a distribution company that makes a line of remote controlled retractable awnings. They sell about 200 retractable awnings a year under the Solair name.
Glen Raven selected The Blake Project to help them position the Sunbrella and Solair brands and to help them develop strategies that would help them better navigate channel conflict issues. We conducted two brand positioning workshops for them and measured the equity of their brands. An important part of the brand positioning for them was to carefully identify and prioritize the target customers.