Carpet industry leader Jack Mishkin brings an exceptional level of style and creativity to the residential carpet industry with the launch of his new company J. Mish Inc. Previously known as Steven C. Fine Floor Coverings, J. Mish is rolling out a new brand image and identity that reflect its strategy of exceeding customer expectations with products that not only look great, but also perform well.

In January 2004, Jack Mishkin, former founder and owner of Monterey Carpets and Bentley Mills, acquired Steven C. as a way to expand on his design expertise and enter the high-end residential carpet industry. He has now renamed the company J. Mish, Inc. and is dedicated to delivering a whole new level of service, quality and sophistication to residential interiors.

"I was looking for a niche business and the ability to further emphasize the design aspect of the carpet industry," said Mishkin. "The high-end residential market offered the perfect opportunity for me to use my strength and experience in product design and to respond to a need in this industry. There's a huge demand among dealers for unique, high-quality products with greater margins."

Mishkin is meeting this demand with the launch of J. Mish. The new company provides dealers and the decorator supply industry with products that enable them to stand out from the crowd.

To better market his products and ultimately increase dealer sales, Mishkin has developed a new, sophisticated image and identity for J. Mish. Rebranding efforts include a new logo and look that will be applied to everything from the company's website to stationery to product labels and displays. J. Mish has partnered with The Branding Firm, a marketing communications and brand strategy firm in Atlanta, to further these endeavors.

Although its name and image are new, the company will continue to focus on natural seagrasses, wools and high-end branded nylons with unique color, texture and pattern. Top-selling Steven C. products will continue to be available with J. Mish, as well as several new collections that will be introduced with a major kick-off at Surfaces 2005.

J. Mish, Inc. offers the residential carpet industry a variety of products featuring exquisite design and superior performance. J. Mish carpet collections include natural seagrasses, wools and high-end branded nylons, with unique color, texture and pattern. Headquartered in Dalton, Ga., J. Mish imports many of its products from around the world, which are inventoried in its U.S. facilities. For more information, visit J. Mish online at jmishinc.com or call 800-655-8613.