Steuben Repositions Its Iconic American Brand

NEW YORK, Sept. 23 /PRNewswire/ -- Steuben Glass LLC, America's preeminent crystal company, has unveiled an extensive rebranding initiative to broaden its customer base and reach a new generation with its iconic modern designs. A revamped Steuben arrives in September with sweeping changes that will appeal to a wider variety of customers while remaining true to its heritage. Expansion plans include new product lines, new designer collections including licensing agreements with Jonathan Adler and Waterworks, and more accessibly priced collections. In Fall 2010, the consumer will see a new Steuben identity and a fully redesigned website.

Several product lines will debut in September 2010, offering Steuben designs at more affordable prices, including stemware, tabletop and decorative accessories. President Mark Samitt says "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."

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 focusing on the ways crystal can be used to make everyday a special occasion. This messaging will appear in a national print and on-line campaign launching in September.

Since 1903, Steuben has been made by hand at its Corning, New York glassworks. Its unique glass is made from an outstanding and proprietary optical formula. Information on Steuben is available on line at www.steuben.com or by phone at 1-800-STEUBEN. Steuben Glass LLC is a branch of the Schottenstein Luxury Group, ("SLG"), the luxury division of the Schottenstein family of businesses.

SOURCE Steuben Glass