Julien(R) unveils its new communication tools

    A new logo, new positioning and a new website indicate a major corporate
    change for Julien

    QUEBEC CITY, Sept. 29 /CNW Telbec/ - Julien has taken its first step
towards actualizing their strategic restructuring plan with the debut of a new
logo and new "Make your ideas real" tagline. Announcing recently that their
Home Refinements(R) division will be comprised of Julien branded products and
their OEM arm, Julien believes the consolidation of these key departments will
allow for increased resources, enhanced R&D production and a solid reputation
as the full product solution for other brands. While Julien has built their
reputation as the premiere stainless steel fabricator for over 60 years, their
successful foray into the residential market has led them to revamp their
market positioning and rein in on their residential products. The J in their
logo was fashioned after a sheet of stainless steel touting their fabrication
abilities - it has been removed leaving just the capitalized Julien brand
name. This represents their shift from sheet metal fabricator to the premium
brand in the kitchen and bath industry.
    "Our new strategy communicates that we are now - more than ever - a brand
that creates a prestigious product and no longer a company that is associated
with a certain manufacturing process or capacity," said Vice President of
Sales, Marketing and Business Development for Julien Corporate, Lloyd Leblanc.
"This is one more step towards distinguishing Julien as a brand that stands
apart from the competition."
    The new website will be an invaluable tool for their sales
representatives, dealers, designers and the end-user.
    The redesigned website features beautiful photography of their most
prized commercial kitchen projects. To the left of the screen, there are easy
to navigate buttons prompting visitors to their Commercial Refinements or Home
Refinements sections. From the commercial standpoint, the website features
Julien's commercial furnishings and showcases Julien's chain restaurant
expertise and highlights customized equipment that they have crafted for some
of the most upscale restaurants in the world. Their residential portal gives
easy visual access to their many product lines for the kitchen and bath, and
features in-depth information on custom manufacturing and prototype and
design. This section also includes several case studies and examples of real
residential installations of projects and product designs, providing web
viewers a sampling of Julien's quality, functionality and design capabilities.
    The website also includes a new feature entitled Submit Your Ideas Today!
Targeting industrial design teams, professionals have the opportunity to
submit their ideas online for timely quotations. Featured projects list
architectural and design teams credits.
    Lastly, the website now links directly to Julien's Extranet Program,
which enables Julien-authorized clientele the benefits of ordering, stocking
information and more - at the touch of a button.
    "Our new website has helped us to deliver compelling and valuable
resources in a timely fashion to our customers and sales force," Vice
President of Sales, Marketing and Business Development for Julien Lloyd
Leblanc said. "The website marks the beginning of many new organizational
enhancements that we will deliver, monitor, and continually improve."

    Julien continues to be an ideal choice for the kitchen and bath with
their environmentally friendly manufacturing and use of material that in no
way sacrifices functionality or style. All products are created from 100%
recycled and recyclable stainless steel. Products are available through a
network of dealers located throughout the United States and Canada. To see
Julien's new logo, new positioning and our new website, visit www.julien.ca

For further information:

For further information: Lloyd Leblanc, Vice president sales and
marketing, Julien, 1-800-461-3377, Fax.: 1-866-687-3993,

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