Sep 19, 2012

Denver Merchandise Mart Announces Name Change to Denver Mart

The Denver Merchandise Mart has announced it will now be known by a new name; “Denver Mart.” Under the guidance of new ownership and management, the new Denver Mart name communicates an updated, more sophisticated brand and identity for the iconic Denver tradeshow and event destination.

The new owners, Woodhaven-Hawthorne enlisted the assistance of Denver-based ArtHouse Design for the property’s rebranding mission. The project included new name and identity development as well as a new logo and corresponding brand standards.

“ArtHouse Design was asked to rebrand the Denver Merchandise Mart’s existing logo identity as part of a new branding initiative,” said Marty Gregg, ArtHouse Design founder and principal. He continued, “We worked with the team to hone in on the essence of the name and emerged from that exercise without the older-sounding Merchandise in the mix. The new “Denver Mart” imbues a more modern feel, reflecting the changes and renovations the new ownership company is implementing.”

The new name, logo and brand identity are being rolled out in conjunction with the new owner’s designs for a $4 million capital improvement and renovation plan. Looking forward, the Denver Mart will enhance its position as a premier destination for both tradeshows and consumer shows and events.

“Our goal is that the Denver Mart’s new image and identity will resonate with our permanent tenants, established event clients and the Denver community as a whole,” said John Doyle, CEO/managing partner, Woodhaven-Hawthorne. “This facility has a long established reputation for excellence extending beyond the Rocky Mountain region and throughout the world. Our new identity as the Denver Mart will help us move that strong reputation even further forward, as we strive to expand and grow the Mart’s areas of industry focus.”

Founded in 1965 as a wholesale trade center, the Denver Mart serves as an international and regional marketplace, housing permanent showrooms and holding shows for various industries, including gifts, resort, souvenirs, western apparel and equipment, jewelry, apparel and home furnishings. Today, the Mart is home to more than 350 showrooms and hosts more than 200 public and wholesale trade events each year.