Feiss, Monte Carlo Announce Re-Branding
January 6, 2012 - 3:41pm

Murray Feiss Lighting and Monte Carlo Fan Co. will both unveil new branding at their new combined showroom at the Dallas Intl. Lighting Market beginning Jan. 19. The new sister brands both have new logos (pictured), and Murray Feiss has shortened its name to Feiss.

Incoming Feiss President Maria Scutaro says the new look reflects the evolution of the two brands.

“It’s kind of a new day, with a new showroom and a new management team, plus we’ve made a lot of changes to our product line,” Scutaro says. “We’re evolving in many ways, and it seemed like the right time to put a new face on the company.

The new logos use a clean, bold font, and the Feiss logo also features the shortened company name, as well as “1955,” the year Murray Feiss founded the company.

“For the logos, we wanted something very clean and rich-looking, as well as something that worked well together for the two logos,” Scutaro says. “Also, Murray Feiss the man has been gone from the company for some time now, so we wanted to give a nod to that, but still move forward in a new direction.”

The clean look of the logos is meant to reflect the cleaner, simpler look of the lines.

“Our look has been evolving over the last several markets, and we started to bring out things that made people say, ‘Wow, I didn’t expect that from Feiss,’” she says. “The line is probably more varied now than it’s ever been before.”

Scutaro describes the new look as cleaner with a greater variety of new materials and looks, and more “bling” and crystal than before. She also attributes part of this evolution to the fact that Feiss has gone from a male-dominated design team to a female-dominated one.

These new products will be showcased in Feiss and Monte Carlo’s new showroom at the Dallas Market Center, Trade Mart 4010. Scutaro says the integrated showroom, which was designed by Generation Brands’ Chief Marketing Officer Sean Lavin, will feature a prominent section for ceiling fans near the showroom entrance, as well as sections for bath, outdoor and home lighting.

“We may at some point position fans more closely to lighting families if we feel they coordinate well, or specifically design ones that go together, but for now, there’s a separate section for them,” Scutaro says.

The Monte Carlo brand was re-aligned under Feiss last year as part of parent company Generation Brands’ reorganization following a leadership change. Monte Carlo was formerly aligned with Sea Gull Lighting.

“When we stepped back and looked at each brand’s core competencies, Monte Carlo and Feiss seemed to be much in sync with each other as far as customers than Monte Carlo and Sea Gull,” Scutaro says. “Feiss and Monte Carlo are both going after the same customer – the lighting showroom – so it just made more sense.”

In addition to new logos and products, Feiss and Monte Carlo will also be unveiling new catalogs at the Dallas Market, which will begin shipping the following week. The Dallas Market runs Jan. 19-23.

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