Outdoor-furniture manufacturer SunVilla Corp. has launched its new brand name, Portica, under the SunVilla umbrella. The Portica brand encompasses all existing and new specialty-only products.

Christy Peterson, national sales manager, explains, “Our goal is to help our specialty retailers separate themselves and the SunVilla products from what’s sold in markets outside of specialty. We continue to value and build those specialty-retail relationships. We want to do whatever we can to help our specialty retailers and consumers better understand the difference in products they will find in the specialty market.”

Matt Weiss, executive vice president, says, “We are excited about the launch of the Portica brand. We have always kept the products separate for our different customer markets, but this new branding effort makes that easier to define. As SunVilla continues to grow and expand into new markets, other brand names could be added as well.” The new Portica brand name will be showcased in the SunVilla showroom at Casual Market Chicago.