AF Lighting and Angelo Surmelis Set to Debut Affordable Lighting Line
November 27, 2012,
By Andrea Lillo
AF Lighting will expand its designer licensed collections come January with the addition of its new partnership with Angelo Surmelis. Focusing on color and affordability, the new line brings Surmelis' casual and fun design style to a new consumer for AF Lighting.
"What I like about Angelo is that he engages with the customer," said Karen Fallon, national business development manager. "He is so reachable." And there's no overlap with AF Lighting's Candice Olson line, added Paul Spano, director of product development. "While Candice is about timeless style and quality," Surmelis is about price point and color, "though we still retain that level of quality."
As Surmelis is known for his color, the new collection includes eight hues, such as orange, yellow, blue and purple, and will initially launch with about 45-50 SKUs, including portable mini chandeliers and table and floor lamps. Made of such materials as glass, ceramic and high-grade plastic, the line will retail from $99 to $139 (while Olson's line with AF Lighting begins at a wholesale price of $139, said Fallon), and target such channels as big box and furniture stores. In addition, the company made sure that Surmelis' new lighting items worked with his licensed rug and fabric collections with other manufacturers, Spano added.
The debut will be celebrated during Las Vegas Market with a launch party on Monday, Jan. 28, from 4:30-6 p.m. in the AF Lighting showroom, A-406.
And even before its official launch, the new line has gotten favorable reviews. "It's already pre-sold and it hasn't even come in yet," said Fallon.