On the heels of successful celebrity-branded collections by Oscar de la Renta, Doug Wilson and Candice Olson, high-profile licensing agreements have exploded onto the lighting scene in recent years, with manufacturers and big names scrambling to lock up the most mutually valuable match.
“To our company, licensing is very big,” Carre McConnon, Account Manager at Elk Lighting, says. “The industry hasn’t had that brand awareness, and we’re bringing that to it.”
Elk Lighting will launch a new licensed line with real estate mogul and entrepreneur Donald Trump at the Dallas Market in June 2007. The collection, branded Trump Home, will be inspired by the personal collection of luxurious furniture and antiques spilling through The Donald’s many prized residences, including those in New York City and Palm Beach, FL.
“The Trump name signifies wealth, success and elegance,” McConnon says. “People want that name and all it brings with it. For us, we’ve been trusted with such a significant brand name, and we’re confident that it will grow us in leaps and bounds.”
In fact, Elk Lighting is a leader among manufacturers procuring branded licenses. The company has produced lighting lines with both the Biltmore Estate in Asheville, NC and Historic Royal Palaces, caretakers of the Tower of London, Hampton Court Palace, the Banqueting House, Kensington Palace and Kew Palace in England.
Elk isn’t the only manufacturer banking on the allure of celebrity, however. The newly formed super-company Generation Brands recently announced its plans to pair up with homemaking maven Martha Stewart to create a collection of indoor and outdoor fixtures, portable lamps and ceiling fans marked with the Martha Stewart Living Omnimedia Inc. brand. The line will be available at the High Point Market in Spring 2007.