Expanding the range at retail
Headquartered in Fabriano, Italy, Elica (www.elica.it) is the world's largest manufacturer of kitchen range hoods, with the majority of its sales generated through OEM alliances. The company viewed its ability to sell in North America under a brand of its own as critical to long-term success and turned to Proteus to help it enter the market.
Given that Elica was available domestically in high-end showrooms, our recommendation was to create a new brand, Arietta by Elica. In addition to developing the brand name and identity, we helped the company address product design, features and benefits and price points to help the brand compete in a strenuous Home Depot line review.
