Czech lighting producer Preciosa aims to expand on US, Russian markets
A leading Czech producer of lighting products, Preciosa Lighting, aims to expand its position in the United States. The firm with a centuries-old glass making tradition has now opened a permanent showroom in Dallas, Texas, a must for everyone who’s anyone in the industry, says Preciosa Lighting’s sales director Petra Macháčková. Radio Prague talked to Ms Macháčková about her company’s plans.
What about the products that you offer there? Are they different from what you sell elsewhere?
“We offer our complete portfolio which means cast lighting, mouth-blown lighting, and so on. But what’s different is the design. We had to adapt to the taste and the standards of the US market.”
How are the taste and standards there different from the Czech Republic for example?
Would you say the taste of your American customers is similar to that of your clients in Russia?
“I don’t think so. I think the taste in Russia is still very Russian. That’s the other market that we want to focus on, as I said, so the designs there will have to be different, too.”
“In the US for example, we cooperate with Michael Beer, a former vice-president of Schonbek which is the most successful lighting company in northern America. He knows the market and he advises us and gives us suggestions. We also cooperate with designers from the local markets, plus our in-house designers travel around the world; we have subsidiaries where they go and stay for a couple of months, in Hong Kong for example, where they look around to see how things work there.”
How do you choose your designers? Are they mostly Czech?