52 June 2014
|
beautystorebusiness.com
A Revolutionary
Rebranding
Fromm International
rebrands its immense
array of products to
meet the ever-evolving
needs of stylists and
consumers alike.
by Tracy Morin
FROMM INTERNATIONAL HAS A LONG AND
storied history stretching back to 1907 when founder
James Simon created handcrafted razor strops. But
even with more than a century of innovations under
its belt, the company shows no signs of slowing
down. Recently, the team at Fromm—headed up by
Kevin Johnson, president; Kevin Barrett, executive
vice president; Bill Kelly, CFO; John Cox, vice presi-
dent of operations; and Sara Pirok, vice president
of marketing—underwent a nearly two-year-long
rebranding process. The goal: Streamline the com-
pany's offerings while ensuring the brand stayed
true to its driving forces of innovation, quality and
customer satisfaction.
Beauty Store Business recently chatted with Pirok
about the extensive rebranding process—as well as
how the company has evolved over the years, what
today's stylists and consumers are seeking and
how Fromm continues to serve those needs.
Photo
of
Sara
Pirok
by
Armando
Sanchez;
Easel
photo:
thinkstockphotos.com
Sara Pirok,
vice president
of marketing,
Fromm
International
A R e v o l u t i o n a r y R e b r a n d . i n d d 5 2 A Revolutionary Rebrand.indd 52 5 / 2 / 1 4 2 : 4 4 P M 5/2/14 2:44 PM