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Iittala Positions Brand For U.S. Market

Finnish lifestyle brand Iittala makes its return to the New York International Gift Fair with an aim to revitalize the brand in the U.S. market, Melania Rosato, director of sales for Iittala USA, told HOMEWORLD BUSINESS®. The company will show in the Tabletop & Housewares division, just adjacent to Accent on Design in the Javits Convention Center.

Iittala USA’s key goal in 2013 is to build its brand awareness in the mind of consumers in the United States.

“Our main goal is to focus on the independent retailers; if we can get to the heart of each owner, they can become our ambassador and tell the right message to the end consumer,” said Rosato.

Iittala USA also is targeting premium department stores and Internet retailers with its refocused brand efforts, she said. 

At the NYIGF, Iittala will highlight iconic brand basics and focus a spotlight on a new collection called Sarjaton developed by a team of six young Finnish designers. Another new collection will be Essence Plus Glass, designed by Alfredo Häberli, comprised of four wine glasses.

The brand will highlight its iconic designs, such as Teema, first designed by Kaj Franck in 1952, a versatile and multi-functional vitro porcelain collection formed around three basic shapes: circle, square and rectangle. Its main colors are white, blue and black. Accent colors are turquoise, pearl gray, and the new color in 2013 in porcelain for Iittala: celadon green.

For more on Iittala USA, see HomeWorld’s January 21, 2013, issue, which also previews the Las Vegas Market and the New York International Gift Fair. With this issue: HomeWorld’s 2013 Housewares Design Awards official program, showcasing the 65 finalists, and the 2013 On Design supplement, highlighting housewares design innovation.