Varaluz Previews New Home Brand

Varaluz Previews New Home Brand

As customers gathered at the Varaluz headquarters in Las Vegas last month to celebrate the lighting manufacturer’s 10th anniversary, founder, President & CEO Ron Henderson gave a sneak peek of an exciting development and next stage for the company: an expansion into casual furniture and home décor that will include ceramics, tableware, and throw pillows.

“We are getting our minds out of the outlet box and into the rest of your home,” Henderson joked about the new division called Varaluz Casa. The inspiration for the expansion, he says, was partly a natural evolution of the Varaluz brand and a recognition that today’s customer is inundated with an overload of choices. “Offering curated items that coordinate with – or enhance – each other should be a welcome change to help customers more quickly design a room,” he explains.

The brand will be gradually rolled out over the next two years, starting with the January 2017 Lightovation show in Dallas.  The selection will be “80 percent driven by customers and 20 percent from my/our usual twistedness,” Henderson remarks. “We intend to be slightly on the forward edge of home designs, just like we are in lighting fixtures.”

Varaluz Casa will utilize some of the suppliers that it already relies upon for lighting fixtures, however, its network has been extensively expanded to accommodate the new categories. The home décor products will also incorporate eco-friendly materials – such as recycled steel and reclaimed shell – that Varaluz is known for. 

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