Kravet Extends Brand to Include Exclusive Lighting Division
August 30, 2006
NEW YORK, New York – This season, Kravet will complete the transition into an all-encompassing home furnishings company with the introduction of Kravet Lighting, making their classification as a "jobber" a thing of the past.
"It was kind of a natural progression," Doug Garfinkle, vice president, Kravet showrooms said of their transformation. He was also responsible for spear-heading the new division.
"We're looking to build-up the Kravet brand," said Garfinkle.
Principal Lisa Kravet agreed. "I think overall the company is for the extension of the Kravet brand. To us, it's a natural brand extension. We'd like to be as much of a one-stop-shop as we can possibly be."
The lighting is 100 percent exclusive to Kravet and the initial collection was manufactured in Mexico, he said. It will have a fall introduction and be introduced on the road in winter.
And to continue in their tradition of innovation and timeless designs and aesthetics, the lighting line will have a modern flair to it, he said.
Most pieces are UL approved and have potential for contract use.
"It's important that the lighting is related back to our use of textiles," Garfinkle said. The lighting will incorporate some unexpected materials, such as resin shades. Metals, woods, and hand-blown glass will also be featured. Customers can also expect combinations of leather and metal and a series of Kravet sheer fabric shades that can be sold on their own – inspired by a recent push in window sheers. "It's going to have a fun appeal to it," Garfinkle said of the shade line. With an emphasis on the light shades, it will allow them to be marketed as a separate product. So the lights can be sold as single units, or broken apart.
"I think it really is an exploration of shapes," Garfinkle said.
Lisa Kravet said she thinks there is a need for a high-end decorative lighting category. "I think the twist we've taken on it will be particularly complementary to what we have in our showrooms," she said.
In other news, Garfinkle reports that the company will also be beefing up their carpeting options with a new collection called the Naturals collection. Joining the Tibetan and Eastern collections, both already in showrooms, Naturals will focus on organic fibers such as sea grass, wool and bamboo.
"It's very exciting for us to go from an accessory in the showroom to a main product line," Garfinkle said.
"It was kind of a natural progression," Doug Garfinkle, vice president, Kravet showrooms said of their transformation. He was also responsible for spear-heading the new division.
"We're looking to build-up the Kravet brand," said Garfinkle.
Principal Lisa Kravet agreed. "I think overall the company is for the extension of the Kravet brand. To us, it's a natural brand extension. We'd like to be as much of a one-stop-shop as we can possibly be."
The lighting is 100 percent exclusive to Kravet and the initial collection was manufactured in Mexico, he said. It will have a fall introduction and be introduced on the road in winter.
And to continue in their tradition of innovation and timeless designs and aesthetics, the lighting line will have a modern flair to it, he said.
Most pieces are UL approved and have potential for contract use.
"It's important that the lighting is related back to our use of textiles," Garfinkle said. The lighting will incorporate some unexpected materials, such as resin shades. Metals, woods, and hand-blown glass will also be featured. Customers can also expect combinations of leather and metal and a series of Kravet sheer fabric shades that can be sold on their own – inspired by a recent push in window sheers. "It's going to have a fun appeal to it," Garfinkle said of the shade line. With an emphasis on the light shades, it will allow them to be marketed as a separate product. So the lights can be sold as single units, or broken apart.
"I think it really is an exploration of shapes," Garfinkle said.
Lisa Kravet said she thinks there is a need for a high-end decorative lighting category. "I think the twist we've taken on it will be particularly complementary to what we have in our showrooms," she said.
In other news, Garfinkle reports that the company will also be beefing up their carpeting options with a new collection called the Naturals collection. Joining the Tibetan and Eastern collections, both already in showrooms, Naturals will focus on organic fibers such as sea grass, wool and bamboo.
"It's very exciting for us to go from an accessory in the showroom to a main product line," Garfinkle said.
