Kichler plans to roll out a new brand and business unit, élan, that incorporates contemporary European styling to address growing consumer interest in modern interiors and furnishings. The élan product line will debut at the 2013 Dallas International Lighting Market, January 17 to 21, the company stated.

The new product line takes its inspiration from elite contemporary European design, Kichler said, yet styling is refined for the North American market.

“Modern, stylish and unconventional are at the core of élan products,” said Tony Davidson, Kichler president and CEO, who added, “élan will utilize style, design and technology in surprising new ways to create artistic silhouettes of decorative lighting.”

The new élan line, in keeping with Kichler’s preference for developing the product line independently of its main residential lighting and ceiling fan business, will debut in showroom #3519 at the lighting market. Kichler’s core product showroom will be located at #4103.