From edgy Industrial Chic to classic understated forms, KOHLER Lighting Offers Whole Home Solutions With Details That Shine
With the exception of very few companies, most consumers have been historically hard-pressed to recall the name of a lighting brand, much less ask for it at retail. One of the largest family-owned manufacturers in America, Kohler Co., is aiming to change that perception with the January 2020 launch of KOHLER Lighting at the Kitchen & Bath Industry Show (KBIS).
KOHLER Lighting is a new product category within Kohler Co. Designed to appeal to a wide range of tastes, the internal design team behind the new lighting drew their inspiration from some of the most highly regarded collections under the Kohler umbrella. Over 200 new SKUs are already available for purchase with additional design introductions planned throughout 2020 and 2021.
Lighting is a natural next step for Kohler Co. Steeped in a long 146-year history of being a leader within the industry producing design-led products for the kitchen and bathroom, Kohler Co. has built its storied reputation and vast product portfolio through its vision, innovation, and impeccable attention to detail. Setting a standard upon which generations of consumers and designers have helped to make Kohler a household name speaks to its promise of great product design, uncompromising quality, price points for every budget, and incorporating the very latest cutting-edge technology to stay ahead of the mainstream.
According to KOHLER Lighting Senior Marketing Manager Nick Rindt, the team examined the lighting industry from every angle and developed a strategy to competitively enter the marketplace with a business model that would encourage effective partnerships with premier showrooms and key distributors. “It is very important to us to get the word out that ‘we’re open for business,’” explains Rindt. “We are not tip-toeing into this industry. We want to build solid relationships, growing their bottom lines by offering a lighting brand that has consumer and designer recognition, one that stands behind the products it sells, and is known for its high standard of performance and design acumen.”
KOHLER Lighting decided to take a well-measured approach to its expansion within the marketplace. “We’re being very selective about the customers that carry and display KOHLER Lighting,” Rindt comments. “This is a premium showroom brand and as such, the new KOHLER Lighting collections will not be sold on the nation’s largest e-commerce websites. To date, we have established partnerships with many of the premium plumbing showrooms in North America including our Kohler Signature Stores and Kohler Experiential Centers. Today, and as we move forward, we are eager to collaborate with top decorative lighting showroom partners across North America.”
Designed to be used throughout the home, KOHLER Lighting features a range of chandeliers, pendants, and sconces – including some unique styles not currently found anywhere else in the marketplace – creating a depth and breadth of line that can easily carry Kohler Co.’s focus on living graciously into other areas of the home. The designs are crafted from an organic mix of metals and crystal clear and frosted glass options with custom-inspired decorative details and finishes that glow with hand-rubbed warmth to lend character and charm.
According to Rindt, the goal is to provide a 50/50 ratio of lighting that is line-matched to key faucet and accessory products balanced with unique decorative lighting designs to provide choices for any personal styling taste. And while KOHLER Lighting is designed for residential applications, it has already been specified for hotel projects slated for completion in 2021 as far away as Calgary, Canada, and Scotland, U.K. How can that be when the product line hasn’t officially debuted? “Word of mouth,” Rindt concludes.
If you are a Showroom that is interested in selling KOHLER Lighting, please reach out to the team at KOHLERLIGHTING@KOHLER.com.