The new name is part of a marketing and branding campaign that was launched earlier this year, said Lyn Schulz, company president who founded the business in 1978.
The company, at 1707 Hwy. 164 South in Waukesha, offers lighting, furnishings and accessories to builders, designers and homeowners.
"Passing the 25-year milestone last year was a natural opportunity for us to look at our past success and plan for the future," Schulz said.
In that planning, she and general manager John Carlson determined that the business "had grown beyond an ‘economy’ pricing message, Schulz said. They worked with a local design agency to create the Signature name and look of the accompanying logo.
"The new name more accurately reflects who we are today – a company focused on distinctive lighting solutions, service and competitive pricing," Schulz said.
The company has a 20,000-square-foot showroom. Last year, it was named one of the Top 10 Small Businesses of the Year in a program of the Waukesha County Chamber
of Commerce.
Signature is on the Internet at www.signatureshowroom.com.
Feb. 20, 2004 Small Business Times, Milwaukee
