NEW YORK-Godinger Silver will re-introduce the Philip Whitney brand of photo frames as a separate division of the company devoted to picture frames and wall décor.
The company acquired and has been selling the brand for the past year, according to company executive Max Harris, but it will make its soft launch as its own division at the Atlanta International Gift & Home Furnishings Market this week, and at the New York International Gift Fair later this month.
The frame industry has undergone many changes in recent years as it works to adjust to changing consumer habits and preferences, according to a statement from Godinger.
“We feel that this is a business that has seen many suppliers fall by the wayside due to their inability to keep up with the change in times,” Harris said. “We have worked hard to put together a line that we feel will fill that void and meet our customer’s demands and standards.”
Godinger believes picture frames are still in high demand. “A uniquely designed, meticulously finished picture frame at a superior value has entrenched itself in today’s marketplace,” it said, and wall décor that can display numerous photos has become a staple in American households.
“People will never stop wanting to display pictures of their children or vacation,” said Larry Lack, senior vice president of sales for the Godinger and a former Philip Whitney and Fetco executive. “They just want it to be done nicely and at a price that won’t break the bank.”