Customers will be able to combine orders for Monte Carlo Fans  and Murray Feiss Lighting  starting next year, thanks to a strategic realignment by the brands’ parent company, Generation Brands .
Maria Scutaro, Vice President of Sales and Marketing for Murray Feiss, says Generation Brands’ new CEO Joe Higgins had the idea for the move after he analyzed the structure of Generation Brands and the strengths of each of its brands.
“Sea Gull is an expert at selling to builders and Murray Feiss is an expert at selling to showrooms, and since Monte Carlo is primarily a showroom brand, it made a lot more sense to align them together because they’re both selling to the same customer,” Scutaro says.
The new partnership will allow customers to place combined orders, pay on a single invoice and combine freight from the two companies.
Scutaro says customers will be able to start placing combined orders in January 2012, with a kick-off planned for January’s Dallas Market . Plans are also in the works for combined showroom space at that market, Scutaro says, by hopefully acquiring additional space next to one of the existing showrooms.
“We’re really excited about this, and we think it will be really good for our customers,” Scutaro says.