Chair-man Mills becomes Element Event Solutions
By Derek Winkler
Chair-man Mills of Toronto has undertaken a rebranding initiative. The company will now operate as Element Event Solutions. The company specializes in national tent rentals and other event-related services. It was formed by merging the operations of Chair-man Mills units including Event Rental Group, Higgins Event Rentals, Contemporary Furniture Rentals, Regal Tent Productions, Advanced Tent Rental, A&B Partytime, Loungeworks and MacFarlands. The new brand includes a website, uniforms, vehicle branding and signage, as well as updated digital and social media elements.
“Our customers have expressed a desire for a unified, one-stop partner for their event rental needs,” said Allison Freeman, CEO of Element Event Solutions. “Reimagining our Chair-man Mills portfolio of brands as Element Event Solutions is a direct response to this feedback. We’re excited to leverage our scale, expertise, and assortment to create Canada’s first national event solutions platform. As Element, we are thrilled to offer our clients, Canada’s leading venues, caterers, planners and occasional hosts, seamless access to our full suite of product and service solutions from coast to coast, enhancing our ability to bring their event visions to life.”