After 20 years in the gift and homewares industry, wholesaler Rayell Accessories and Gifts has taken a new direction with trend-driven products and a shorter name.
Now simply called Rayell, owner Kevin Porter says the brand has overhauled its image by developing a new logo, branding, improving product development and marketing.
The company was inspired to rebrand because of the way developments in technology including the internet, Instagram and online shopping have changed the industry since Porter founded Rayell in 1995.
“We realised a few years ago that this industry was evolving much faster than it used to back in the ‘noughties’,” he says. “Everything from your social media presence to your trade show stand display need to reflect what the current market demands.
“[We have] launched our shortened name, new logo, slicker branding and of course, tons of new on trend products to match.”
Rayell showcased its new look at the Sydney September Reed Gift Fair, and Porter says the brand’s makeover has been driven by a desire to serve retailers.
“We are constantly told by our retailers that the end consumer wants products that are new, on trend, and priced competitively. As a wholesaler, it’s our daily goal to help retailers fill these demands.”
Rayell is currently distributed to over 800 stores across Australia and the Pacific.
By Ruth Cooper
