MEISSEN® launches youthful “Black & White Style Collection”
The Manufactory is positioning itself as a style-moulding brand in the sphere of high-quality gifts and interior design accessories
Bang on cue for the Christmas shopping season, the MEISSEN® Manufactory is launching a youthful new range. Black, white, sensuous and elegant - with its “MEISSEN® Black & White Style Collection”, the 300-year-old heritage company is primarily targeting younger buyers and positioning its “MEISSEN® Fine Living” business segment as a style-pioneering brand for premium-quality gift articles and interior design accessories. The market launch is being accompanied by an expansive advertising campaign in leading lifestyle and interior design magazines as well as by a revamped Internet presence.
“I feel there has come to be a vacuum in the market for quality gifts and decorative accessories over recent years that MEISSEN® will now be filling”, says Managing Director Dr Christian Kurtzke by way of explaining the strategy adopted. "We seek to lead in terms of style rather than design, moving beyond chic design to also embrace high intrinsic worth and value.”
To this end the famous Manufactory has delved into its 800,000-plus design shapes amassed over four centuries to put together new settings that will appeal to a young target group both visually and in terms of price.
2010 has already seen the MEISSEN® Manufactory achieve significant levels of growth amongst new types of buyer with the aid of settings for a new table culture such as Sushi de Luxe and Espresso dell’Arte. Now it is intended to take this growth further forward with the new “MEISSEN® Black & White Style Collection”.
Black & White STYLE catalogue
For further information and photographic material (free of charge), please contact:
A&C Media Community e. K.
Phone: +49 (0)30 30106921/fax: +49 (0)30 30108027
www.meissen.com/e-mail: tk [at] mediacommunity-berlin [dot] de