Rejuvenation Introduces New Product Category with Table and Floor Lamps

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Rejuvenation Introduces New Product Category with Table and Floor Lamps

Exclusive Partnership with Original Manufacturer O.C. White Revives Turn-of-the-Century American Designs

PORTLAND, Ore.--(BUSINESS WIRE)-- Rejuvenation, a member of the Williams-Sonoma, Inc. (NYS: WSM) portfolio of brands, known for its historically accurate, American-made, hardwired lighting, hardware, housewares, restored antiques, and one-of-a-kind salvage items, is expanding its product assortment to include table and floor lamps. The first introduction in this new category is in partnership with renowned manufacturer O.C. White to re-create the iconic industrial task lighting.

A trio of O. C. White lighting: Bitter Lick, Lone Rock Bench-Mount and Black Butte. (Photo: Business ...

A trio of O. C. White lighting: Bitter Lick, Lone Rock Bench-Mount and Black Butte. (Photo: Business Wire)


O.C. White is a venerable Massachusetts company with a history dating back to the late 1800s. In the 1880s and '90s, Otis Converse White patented innovative joints that enabled him to produce articulated, adjustable light fixtures. These industrial lights revolutionized the working world by bringing directed, articulated illumination to factories, office desks, machinery, and hospital rooms from 1900 to the 1930s.

"The expansion into the table and floor lamp category is significant as it broadens Rejuvenation's reach to appeal to anyone looking for easy lighting updates in their home," said President and CEO of Williams-Sonoma, Inc., Laura Alber. "The partnership with O.C. White is ideal given the historic perspective and dedication to made-in-America craftsmanship that both companies share."

Rejuvenation will reissue six O.C. White lamps; the first collection of what will become an expansive table and floor lamp offering from the Portland-based company. This is the first time O.C. White has partnered with a modern manufacturer to recreate turn-of-the-century designs like the Lone Rock Bench-Mount Table lamp, bringing them back to market for the first time in several decades.

"There is something fascinating about turn-of-the-century industrial lighting designs," said Alysa Rose, President of Rejuvenation, "These lamps were made to be purely functional, yet the level of detail and mastery of craft the original makers brought to each piece is evident. We are thrilled to be able to bring back these designs and offer them to our customers."

O.C. White manufactures the exclusive lighting components to its exacting and longstanding specifications for Rejuvenation, which then hand-builds each light to order at its Portland, Oregon factory. The finished products bring back the best of the originals - from the patent date stamped on the arm to the twisted cords to the lion's paw bases - refined for today's customer and approved by O.C. White.

High Resolution Images can be downloaded here: http://media.rejuvenation.com/2012/09/o-c-white/

ABOUT REJUVENATION

Rejuvenation, a member of the Williams-Sonoma, Inc. portfolio of brands, was founded in 1977 with a passion for period authenticity and great design. Rejuvenation's diverse collections span the 1860s to 1960s, and include: Period Basics,Industrial,Arts & Crafts, Colonial Revival,Classical Revival, Victorian, Old World, Deco, and Mid-Century Modern. Products are made to order in Portland, Oregon, and sold exclusively through the company's catalogue, at retail stores in Portland, Seattle, Los Angeles, and Berkeley, and on the website rejuvenation.com.

ABOUT WILLIAMS-SONOMA, INC.

Williams-Sonoma, Inc. is a specialty retailer of high-quality products for the home. These products, representing seven distinct merchandise strategies - Williams-Sonoma (cookware and wedding registry), Pottery Barn (furniture and bridal registry), Pottery Barn Kids (kids' furniture and baby registry), PBteen (girls' bedding and boys' bedding), West Elm (modern furniture and room decor), Williams-Sonoma Home (luxury furniture and decorative accessories) and Rejuvenation (lighting and hardware) - are marketed through 579 stores, seven direct mail catalogs and six e-commerce websites. Williams-Sonoma, Inc. currently operates in the United States and Canada, offers international shipping to customers worldwide, and franchises its brands throughout the Kingdom of Saudi Arabia, Kuwait, and the United Arab Emirates.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50427377〈=en



Rejuvenation
Nicole Curcio
Public Relations Manager
503-416-2812
ncurcio@rejuvenation.com

KEYWORDS:   United States  North America  Oregon

INDUSTRY KEYWORDS:

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