In 2003, President and CEO Peter Brunelle, who served as president of Herman Miller Canada, came on board to relaunch and reintroduce the company to the North American office furniture market.

“He understood the business and [re]built the organization around the fact that we had great engineered products,” Gerlach says. “He really wanted to grow the company. We looked around and said, ‘We could grow substantially.’”

Distribution Efforts
In addition to sustainability, the company says it recently expanded its distribution strategy to gear its products to a large base of sellers.

“We are expanding our marketing effort,” Mathur says, which includes creative advertising and participating in different national and regional trade and design shows. “In addition, we are building the knowledge base of our sales teams to compete aggressively with more established players in the industry,” he says.

Partners in Expansion
In March, the company announced its partnership with The Ruder Group – a furniture manufacturer sales group based in Chicago.

“Working closely with the architectural and design community, The Ruder Group’s strong reputation allows us significant access to projects’ key decision-makers,” The Ruder Group said in a statement.

Gerlach says this new partnership will allow the company to expand across Illinois and Wisconsin. “[The Ruder Group] is a young, aggressive organization that connects these communities with higher-end products,” he explains. “We hope it will have an open door effect.”

Maintaining a Strong Culture
The company’s relaunch also strives to keep a strong corporate culture. “What drives everyone at Inscape is the sense that we care,” he explains. “Most of us in the work force feel good about the company.

“We want to stick up for customers and put our arms around customers every way we can,” he continues. “We want to create special products that show customers we care about them.”