Specialty Group Ltd. Launches LuXout Line Throughout Mid-Atlantic On Trades-Only Basis
New Offering and Business Model Provides a Competitive Edge to Interior Designers by Eliminating Retail Competition
RICHMOND, Va., Sept. 12, 2016 /PRNewswire/ -- The Specialty Group Ltd., a Va.-based provider of luxury window treatment products, today announced the availability of its proprietary LuXout brand of shades to designers throughout the mid-Atlantic region, as well as nationwide. The move marks a second phase, following the success of a limited trial among select markets.
"Unlike many of our other lines, LuXout is exclusively for the trade, giving them the opportunity to offer their own uniquely branded products," says Tony Lovette, Specialty Group president and founder. "By sourcing materials directly from top-quality global providers, we're able to ensure our designers that their customers won't find this line of products down the street, including at big box retailers or online."
While designers market LuXout products as their own cobrands (LuXout by), the line comes with a wide range of marketing materials and selling tools, including product literature, samples and displays, as well as direct mail and electronic marketing pieces. Exclusive sales and marketing agreements not only ensure that LuXout designer-dealers aren't competing with retail or web-based outlets, but also limit the number of designers offering LuXout within each geographical area.
"We know what today's designers are up against," says marketing director Omnia Al-Kilany. "It's very difficult for them to compete when their customers can go elsewhere, like online, or to a big box retailer who's just down the street offering the same products at deeply discounted prices."
By sourcing and distributing materials direct, Lovette says LuXout shades are extremely competitive when compared to other major shade providers, allowing designers to protect—or even increase—their margins.
"With LuXout, our intent was to completely upend the way we do business, in order to streamline and give designers what often equates to an extra 20 or so percent margin to work with," he says.
Based on feedback from an initial test market, Lovette says designers not only have their own cobranded line of products, but they're able to use those increased margins to offer extremely competitive prices, when compared to other similar, high-quality brands, while also maintaining higher profits. Going forward, his company plans to lean on the relationships and resources built along its 50-year history to maintain the uniqueness of the LuXout brand, with a constant stream of innovations and new products.
Media Contact:
Omnia Al-Kilany
The Specialty Group Ltd.
1221 Admiral Street
Richmond, VA 23220
Tel: 804.264.3000
[email protected]
About The Specialty Group Ltd.
The Specialty Group Ltd. is a Richmond, Va.-based manufacturer and provider of window treatments and stage curtains that's noted for its high-quality, one-of-a-kind products, quick turnarounds and superior customer service. Founded in 1967 as a local provider and cleaner of drapery products, the company now distributes nationally and worldwide on a limited basis. For more information, visit www.thespecialtygrp.com or call 800-817-1204.
SOURCE Specialty Group Ltd.
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