Twin-Star Slates Re-Branding, Major Product Launch in Vegas

December 20, 2017  by Larry Thomas in Business Strategy, Industry, Las Vegas, Market, Special Events   

In addition, the company is changing its name to Twin-Star Home and has partnered with veteran designer and creative strategist Jena Hall on a revamped merchandising strategy.

“This announcement marks an important evolution of our company and expansion beyond our current successful core fire products,” said Lori Gonzalez, CEO of Twin-Star. “Looking through the lens of our consumers, we will focus on creating new and design-rich home furnishings that offer innovation that matters to consumers and enhances not only their environment and aesthetics but also the way they live.”

She said Twin-Star has invested in proprietary consumer market research that has provided its product development team with valuable insights into their core consumers and what is important to them.

This research has helped the company better understand consumer lifestyles and behaviors as it relates to how they live, work, and entertain in their homes as well as how they shop and buy. That has enabled the company to expand its home entertainment, living room and home office categories, she explained.

The partnership with Hall will feature the launch of six lifestyle collections. Gonzalez said Hall will work closely with the executive team on a strategic level, including supporting merchandising, marketing and sales efforts, as well as collaborating with designers and engineers on product development.

“We are tapping into Jena’s extensive business skills as well as her 30-plus years of interior, product, architecture and space planning experience,” Gonzalez said. “We look forward to working closely with Jena to enhance our product offerings and consumers’ experience.”

The initiatives will be unveiled in Twin Star’s remodeled Las Vegas showroom in space A-1016. The Winter Market takes place Jan. 28-Feb. 1.