Kichler adds contemporary brand
Susan Andrews -- Home Accents Today, December 13, 2012
"Taking its inspiration from the best of contemporary European design, Elan styling is refined for the North American market with its new and fresh approach to lighting," a press release stated. Elan will debut at the 2013 Dallas International Lighting Market, Jan. 17-21.
"Modern, stylish and unconventional are at the core of Elan products," said Tony Davidson, president and CEO of Kichler. "Elan will utilize style, design and technology in surprising new ways to create artistic silhouettes of decorative lighting."
Kichler is launching Elan as a standalone product line and independent division, structured to respond to shorter life cycles, offer innovative designs and provide product leadership for showroom customers to ensure an effective strategy for growth.
"The entire Elan product development process including design, technology and marketing will be optimized to support this on-trend, contemporary product offering," Davidson said.
The new division will operate in its own showroom in Dallas, space 3519 at the Dallas International Lighting Market. Kichler's core product showroom will be located at 4103.
Uttermost and Surya at the Dallas Market Center