Challenge
For many years, Catalina Lighting had been the choice for delivering products tailored to meet the unique needs of the industry. However, the impact of an increasingly competitive market had shifted emphasis from uniqueness to sameness.

To maintain its leadership position, Catalina needed to rethink its product offerings. They turned to A2 to help identify new opportunities in design that would provide Catalina with an advantage in the rapidly growing lighting market. Specifically, A2's challenge was to refresh the product line with engaging, inventive, and sometimes whimsical design for Catalina.

Solution
A2 identified several key product categories including task lighting, kids lamps, and executive desk lighting. In addition to bedroom, living room, and office lighting, A2 developed bathroom lighting that considered the entire room décor as well as the specifics of consumer needs. A2's ergonomic/user interface programs enabled Catalina's task lighting to incorporate interesting technological solutions such as user sensitive controls and adjustment methods. Hundreds of SKU's have been developed, each doing their part to provide Catalina's customers with the range of products that meet their requirements.

Benefit
Catalina's new product line gives consumers something other than price to make their decision. Catalina has been transformed into a company that retail buyers look to for innovative ideas and products. As a result, Catalina has captured a significant market share, as well as expanded its distribution base. "2005 was a continued positive trend for the US and Canada, continuing to rebound from years previous. This year we're up significantly over last year." Bob Varakian - CEO HFN 4/17/06