Pressroom News Releases

Sandstrom Partners rebrands nearly century-old Indian rug maker

Portland, OR – Brand design firm Sandstrom Partners today announced the completion of a new brand strategy and identity for Obeetee, a 92-year-old manufacturer of hand-knotted rugs from India, according to Sandstrom president Jack Peterson.

Obeetee’s expertise lies in creating the highest quality rugs more consistently—in both design and timeliness—than any other rug-maker. The company’s products are woven in India, many in small villages with contract workers.

“The overall goal was to elevate the brand and add value to the rug purchase by providing insight into the quality—and the human element—behind these fine rugs,” Peterson said. “Here in the US Obeetee has historically functioned as a private-label manufacturer, so this was essentially the creation of a new brand.”

Obeetee’s passion is to create a thriving, sustainable economic engine for India’s artisanal carpet craftsmen communities. But sales were in decline due to the proliferation of machine/mass-manufactured rugs from China and other parts of the world.

The new brand identity expresses Obeetee as the brand that provides the most authentic, highest quality and sustainable rugs to retailers and consumers who value both authentic design and sustainable global industry, Peterson said.

Sandstrom Partners is a strategic brand design firm specializing in the creation and revitalization of thought-leading brands.

# # #