Tandy Brands Accessories Inc. will reveal a new corporate logo and tag line at its annual meeting today.
The new streamlined logo, designed by Dallas-based ad agency Slingshot, includes an abstracted accessory buckle and a new tag line: “A look ahead.” The previous logo, written in more traditional typeface, bore the tag line: “Accessories Inc.”
The move caps off a year of strategic and structural changes at the Arlington, Tex.-based accessories maker.
“We have been undergoing a fundamental turnaround here at Tandy,” said chairman, president and chief executive Rod McGeachy. “Our corporate identity is just another part of making Tandy relevant for tomorrow.
“It really embodies the story we are trying to tell,” McGeachy continued. “To our retailers, the new logo means we are staying one step ahead of product. To our shareholders, it communicates focus on long-term, profitable return.”
The move to burnish Tandy’s image is part of a larger overhaul at the company, which designs and markets belts, wallets, handbags, socks and scarves for men, women and children. Since McGeachy took the helm in December of last year, the company has reorganized its corporate structure, revamped its product development to include more fashion-oriented and targeted items, streamlined inventory management, opened a separate eyewear division, hired 10 senior executives and acquired the Chambers Belt Co.
“These days, it’s all about sell-through, not sell-in,” said McGeachy, a veteran of VF Corp. “Today we are investing up front in market research that helps us understand what consumers want. That means we bring product to our retailer partners that can increase sales velocity.”
The moves, the executive said, are already contributing positive results. After ending the fiscal year in June with a $15.1 million loss, the company will post positive earnings between $800,000 and $1.2 million for the first quarter of 2010, according to a preview of its results released Monday. The company also announced an 8 percent boost in top-line growth for the period, breaking a string of 12 consecutive decreases in quarter-over-quarter sales.
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