Reclaiming market leadership.
BUSINESS AT A CROSSROADS
Established in 1984, GBS Linens is a second generation, family run business serving the hospitality industry with a full service offering of quality table linens. The already fragmented linen rental industry was experiencing pressure from “retail rental” companies who serve individual event coordinators and small venues. With plans for national expansion, GBS was at a crossroads on entering the retail space or staying focused on wholesale. In addition to this strategic business decision, a brand refresh was needed in order to effectively compete in this fashion-oriented industry, prior to expanding across the country.
UNDERSTANDING WHAT REALLY MATTERS
BrandingBusiness conducted extensive internal and external research. Findings revealed a significant difference between the needs of a wholesale buyer–who places great value on a reliable, service oriented business partner–and a retail buyer who is looking for high-end, trend setting products. Research confirmed that GBS was valued for offering ‘peace of mind’ by anticipating their customers’ needs, offering the largest selection in the industry, and for delivering a full service solution.
A RENEWED FOCUS FOR GROWTH
Remaining true to its wholesale focus and heritage, GBS is expanding rapidly across the country. With next day delivery of an unparalleled inventory, GBS is expertly serving the needs of the hospitality industry. BrandingBusiness also sought to retain the right amount of heritage while making the brand relevant in the eyes of today’s more design-oriented buyer by evolving the brand identity for GBS. Aided by the combination of a renewed and refocused brand positioning strategy and its new visual system, GBS has already begun moving down the path of significantly growing market share.