NEW YORK: Lenox Corporation, America's leading tableware, giftware and home entertaining company, announced the company's rebranding and launch of its 3 new websites for the Lenox, Dansk and Reed and Barton brands.
After partnering with market research companies this past year to identify the potential target consumer and his or her purchasing behavior, Lenox has redefined their brand position for today's digitally savvy consumer. Our goal is to rejuvenate the brand so that it appeals to all consumers, said Mads Ryder, CEO of Lenox Corporation.
The company's revamped websites will feature a more intuitive shopping experience complete with direct and simplified navigation, product color and pattern swatching, a straightforward personalization process, shop by collection features, and navigation between the different brand websites. Additionally, the Lenox branded website will provide in-depth content for their consumer including entertaining tips, recipes, table-setting tricks and more. We've taken a clean, modern approach to the website's design and user experience, said Ryder.
A new logo design, packaging identity, photography, colors and voice were developed for each brand and will be incorporated in the coming year. The new Lenox.com reflects the concept of Inspired by heritage, designed for now. The Dansk website will have a deliberately minimal theme accented with a playful feeling and unexpected pops of turquoise. The Reed & Barton website will reflect Reed & Barton's rich history steeped in heritage and tradition.
As we look to the future, we need to ensure that Lenox continues to elevate the way Americans eat, entertain and celebrate at home, Ryder said
In honor of Lenox's 130th anniversary this year and the launch of the new branded website, Lenox recently unveiled a new limited edition dinnerware set, Luna. Inspired by the brand's history of craftsmanship and innovation, the clever nesting set comes with six bowls and two plates that are all hand-decorated with luxe glazing and intricate carvings. Only 130 hand-numbered sets were created exclusively for Lenox.com.
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