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NEW STIFFEL CLASSIC LINE DEBUTS

Pawtucket, R.I.-based Nulco Lighting and Crown Castings of Midland Park, N.J. have entered into a licensing agreement with Salton, Inc., parent company of Stiffel, to manufacture and distribute a new line of table and floor lamps under the name Stiffel® Classic.
     The collection of 50 lamps, which debuted at the Dallas summer lighting market, was created in association with Meyers Design Associates and reflects a return to sophisticated elegance. The line incorporates mixed media and combines rich, hand-painted finishes of stone, marble, and granite with antique brass and silver details.
     “We have access to the old Stiffel molds, but this line is all new,” explains Paul Suhadolc, head of Crown Castings.
     “We had a reverence for that brand, and the entire project has been very satisfying,” adds Ken Nulman, of Nulco. The collection was created just five months before market opened, under the design direction of Julio Contreras, president and senior designer at Meyers Design.
     “We [Crown Castings and Salton] were in a business meeting working on another project when talk of the old Stiffel designs came up. We were all still admirers of the original line. I was actually a competitor at the time,” Suhadolc relates. “One thing led to another. The project developed quickly – and with the complete cooperation of Salton.”
     The new Stiffel Classic collection showcases large-scale silhouettes in traditional designs. Each lamp has a hand-sewn silk shade characterized by luxury colorations and details. The group is being offered to lighting showrooms, furniture stores and the interior design market. Nulco has created a Master Distributor Program that allows dealers both exclusivity and factory support with point-of-purchase materials and special visual aids. The collection will be updated, but still maintain a commitment to quality. “Manufacturers tend to create obsolescence by adding too many skus too quickly,” Nulman notes. “This line is, and will always be, a relatively short line that is dominated by best-sellers.”
     Salton also markets the Stiffel Signature Collection, one of several new Stiffel brands through a direct marketing program. The Stiffel Traditional Heirlooms and Stiffel Signature Collection, both offered at affordable price points, are also featured on the QVC network.