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New York, NY, United States, 2010/11/22 - Steuben, makers of luxury crystal, has unveiled new branding, a new website, and new luxury good designs in order to reach a new generation of luxury goods consumers.
Steuben, America’s preeminent crystal company, has unveiled an extensive rebranding initiative and new product designs in order to reach a new generation with its iconic luxury goods and designs. A revamped Steuben arrives this holiday season with sweeping changes that will appeal to a younger generation while remaining true to its heritage. The plans include new product lines, new designer collections including licensing agreements with Jonathan Adler and Waterworks, and more accessibly priced collections that will allow the luxury of fine crystal products be part of everyday life..
New Steuben Look Launching this Fall
People will see a new Steuben identity and a fully redesigned website including a blog focusing on lifestyle, art and design. Several product lines debuted this fall, offering Steuben designs at more affordable prices, including stemware, tabletop and decorative accessories. As President Mark Samitt stated:
“It is time to take major steps to position Steuben for the way we live today. We have legions of loyal fans that appreciate our impeccable craftsmanship and commitment to outstanding design, and we are planning to extend this enthusiasm to a broader audience. The customer is looking for luxury at every level, and our new product categories address this need.”
Joining Forces with Jonathan Adler
In the spring, Steuben will launch a tabletop collection with one of the country’s leading lifestyle brands, Jonathan Adler. Adler is renowned for trendsetting designs, use of bold color and groovy styling. This line will be a fresh, contemporary offering from Steuben, with an array of products including barware, platters, picture frames, decorative objects and more. Much of Adler’s aesthetic is based upon mid-century modern icons; during this period Steuben was considered to be the height of good taste and design, making the collaboration a natural fit. It will be sold at Steuben and Jonathan Adler stores, and select Steuben retailers.
In addition to a new logo, packaging and web site, Steuben is refocusing its brand positioning, emphasizing casual luxury for the way we live today. The company is emphasizing the ways crystal can be used to make everyday a special occasion. The new products will bring the beauty and luxury of fine crystal to a new generation who might not have the same exposure to crystal. New Steuben advertisements have appeared in a national print and on-line campaign which launched in September. In addition, Steuben has entered the social media arena and can be found on Steuben’s Facebook Page (facebook.com/steubendesign)and Twitter at @Steuben.
A Long History of Fine Design
Since 1903, Steuben crystal glass (steuben.com) has been made by hand at its Corning, New York glassworks. Their new logo design and overall brand look focuses on staying true to their roots while bringing the art of fine crystal to a new era of luxury goods consumers. Information on Steuben is available online or by phone.
Submitted by DragonSearch Marketing (dragonsearch.net) on behalf of Steuben.