By Allison Zisko
NEW YORK–David Sculley, the new interim chief executive officer of Waterford Wedgwood PLC, takes the reins of a company poised to expand its numerous brands in new directions.
Sculley, who succeeds the departing Peter Cameron, introduced himself to the American market at the recent spring tabletop show here. He told HFN that he looks forward to unlocking further possibilities in key brands and working with “terrific partners.”
“There’s no question the Waterford brand is one of the most powerful brands in the world,” lending it “ample opportunities” for expansion into other areas of the home, Sculley said.
Among the company’s newest projects, initiated under Cameron, are a licensing agreement between Rosenthal and Donna Karan for a full tabletop line that will debut in April 2009, and the launch of Lismore perfume at Bloomingdale’s next month, a project officially announced at market.
Sculley, an American who sits on the board of the parent company and who has served as non-executive chairman of both Wedgwood and Royal Doulton, is close to many of the brands and familiar with the American market. He and Cameron have collaborated on several projects over the years.
Entering the perfume business, a brand-new category for Waterford, gives the brand significant presence on the main department store floor, as well as high visibility in print, as it is one of the most advertised categories, according to Cameron. It also strengthens its relationship with brides, who are already familiar with Lismore, Waterford’s most recognizable brand.
Earlier this year, the company announced plans to license its name on mattresses. The company has also recently launched collections with designers Marc Jacobs and Michael Aram, and executes, via Wedgwood, the Martha Stewart formal tabletop collection at Macy’s.