February 4, 2015
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Crystorama Lighting Generates Strong Traffic, Orders at January Lightovation Show in Dallas
Market Winners Include New Mid-Century Glam, Updated Traditional and Vintage Looks

The Crystorama team celebrates success at the Market Party.
Westbury, N.Y. - Crystorama Lighting enjoyed a busy Lightovation show in Dallas January 20 to 24 as retailers responded enthusiastically to a variety of new lighting designs as well as fresh pieces added to several existing collections.

"Even though market attendance seemed to be a bit down this year overall, our showroom was slammed from start to finish as retailers stopped by to see our ten dynamic new collections and creative line extensions," said Brad Kleinberg, president of Crystorama Lighting. "The reaction across the board was very positive. This market, we saw a lot of customers who've been doing well with our traditional fixtures expand their offerings into other categories, such as upscale glam, mid-century modern and industrial/vintage. They like the fact that we offer such a diverse range of designs, finishes and materials."

Kleinberg added that Crystorama Lighting wrote a good deal of new business this market with current customers, "and we also forged important new relationships with several major retailers that haven't shopped us before."

Retailers are optimistic about their prospects for 2016, but they're being cautious because of the uncertainty that often accompanies an election year, according to Kleinberg. "They were placing orders at market, but being very careful about where, and how, they spent their dollars."

While Crystorama's placements were solid across all of the company's introductions, Kleinberg said there were four major hits this season:

Also making a splash for Crystorama Lighting during market were several additions made to the best-selling Luna collection, which combines bold, spherical shapes with flat, sleek panels reminiscent of ribbon. They included a larger scale, 60-inch chandelier and a new, on-trend, matte white-and-antique gold finish, available on two Luna models. "White provides a subtle beauty that frames and flatters Luna's one-of-a-kind industrial modern design, giving it a new personality," Kleinberg said.

At this winter's Lightovation show, Crystorama remerchandised its entire showroom in Space 3503 of the Dallas Trade Mart to provide retailers with fresh inspirations for their own store designs. In addition, the company provided its customers with an update on the many new marketing, advertising and public relations initiatives it rolled out during 2015.

To strengthen awareness of its brand at retail and among the public in 2016, Crystorama Lighting plans to continue running a steady stream of high-fashion ads in leading shelter magazines such as Elle Decor, Veranda and House Beautiful. Crystorama supports these brand-building efforts with a variety of marketing programs, including an active social media presence on Facebook, Twitter, Pinterest, Instagram and Houzz.

"Retailers really appreciate the substantial investments we've made to promote the value of stylish, high-quality lighting," said Nancy Lonoff, Crystorama Lighting's marketing director. "These initiatives are inspiring our customers to step up their own social media activity, and that's stimulating more and more consumers to visit local stores to see our latest products."

Crystorama Lighting kicked off its January market with a party for retailers, designers and other buyers on January 20. During the event, the company presented its Rep of the Year award to Vince Hall of Vince Hall & Associates in Atlanta.

"Since taking over our Atlanta territory about two years ago, Vince has grown our business in the region dramatically," said Ryan Ranzino, vice president of sales. "He cares deeply about our brand, and always goes the extra mile for his customers."

L-R: Nancy Lonoff, Ryan Ranzino, Rep of the Year Vince Hall and Brad Kleinberg

About Crystorama

For more than 50 years, Crystorama has been a leader in the lighting industry, recognized for distinctive lighting creations that are exceptional in quality, design and craftsmanship. The company was honored by the home furnishings industry as the top lighting fixtures manufacturer at the 2015 ARTS Awards. Drawing upon its depth of knowledge and expertise and inspired by fashion and art, Crystorama continues to innovate with modern shapes, materials and colors.

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