The family team formerly behind Feiss Industries  is returning to the lighting industry with a line called Authenticity Lighting . The new company, helmed by Chairman Murray Feiss and Presidents Ron Hersh and Robert Greene, will make its debut at the January 2011 Dallas Market .
Feiss says it was a love of the industry that drove the trio to return after almost four years of retirement following the sale of his eponymous company to Generation Brands .
“We enjoyed the time off, but we missed this business, both the design aspect and working with customers,” Feiss says. “It’s something we’ve done all our lives and something we really enjoy doing, so we decided to come back and start something unique and different.”
The first thing the group did was hire a marketing company to do an intensive survey of showrooms in the United States and Canada on what they wanted and what problems they were facing in today’s economy. That, along with a tour of U.S. showrooms, Hersh says, showed them that there was definitely a need.
“What we came away with and what we heard over and over again from our old customers was they were missing true partners, somebody in these economic conditions who understands, listens and responds to their problems the best way they possibly can,” says Hersh. “That’s what we founded this company on, and in the past, this is what customers have looked to us for.”
Hersh says Authenticity’s product will fall in the moderate to high-end price range, with main customers being upscale showrooms in North America. Design is the main priority for the new line, which is being developed by designer Carolina Lares, a veteran of Quoizel  and Sea Gull Lighting .
The importance of design and customer relationships was what prompted the group to use the name Authenticity, according to Greene.
“Authenticity signifies that we are going to make original, unique, well-designed product for the upscale discriminating buyer, and our tagline, ‘bringing trust to light,’ is our commitment to not only our customers but our suppliers as well, that we’re going to be honest and upfront,” Greene says.
The company is currently working on its showroom for the January market (location to be announced), where it will introduce 100 SKUs emcompassning 11 collections and 13 finishes.