BRUSSELS — Since Roger Head became managing director of Warwick U.K. a year ago, the converter has undergone what one employee referred to as "an internal revolution." At the crux of the transformation is a renewed focus on marketing, which includes a new name for the company.

"We've changed the logo slightly and added the word, 'Studio,'" said export manager Iain Blair. "Roger came in and is really trying to build a brand. He believes in marketing. Roger has been a galvanizing force and he has the perfect credentials to build and considate our niche in the middle-to-upper decorative market."

"With the Studio Warwick logo, the emphasis now more than ever before really is on creation and design," Blair said. "We want to be on the creation edge for the industry."

"The strategy is to work the two design teams - in the U.K. and Australia - together. Designing new collections partly in Europe to bring more woven product into Warwick U.K.," said Head.

Warwick has added Amilia Coward to its stable of in-house designers and colorists. Coward began working for Warwick as a weave stylist in September, after completing work on an M.A. at the World College of Art in central London. She helped develop Warwick's most recent collection, "Cheyenne," which embodies the new direction in which the company is trying to go.

"The Cheyenne collection draws from things that are hot in fashion: animal skins, wool — and leather — which we've never done before," Blair said. "This autumn is the crucial time."

Both he and Head have had a "grueling" autumn, attending Cheyenne launches in 15 countries., Blair said. Warwick also displays the "Cheyenne" collection at London's Kings Road showroom (shared with Thomas Dare) and will be presenting at exhibitions across the world, including Heimtextil Frankfurt and Design Interiors U.K. in January.

So far Warwick's effort has been acknowledged by the trade. For the first time, the company exhibited at Decorex U.K. in September where it won an award for stand design. Blair said that the high-end U.K. accessory show Top Drawer also honored Warwick for accessories from the Cheyenne collection.

Blair said that Warwick hopes to bring its new products to market through contract outlets mainly. "The contract market is going to take the bulk of the business, not retail," he said. "We've traded slightly upmarket and we started advertising to target specifiers. If we can generate interest among specifiers, that's a good thing."

The Warwick Group was first established in Australia by Tom Warwick. Later joined by his brother Max.