Graj + Gustavsen Retained to Bring Next Generation Innovation to the Waterford Wedgwood Group

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Graj + Gustavsen (G+G,, an integrated branding firm known for building and revitalizing consumer brands, today announced that it has been retained by Waterford Wedgwood USA, Inc (Waterford, to bring new life to the Company’s Fine China and Crystal merchandising efforts, rejuvenate the category and department and work on a wide range of strategic initiatives designed to position the Waterford Brand for it’s Next Generation of Growth.

Waterford is a true iconic brand whose name resonates with consumers around the globe

As part of the agreement, G+G will work closely with Waterford's CEO, David Sculley and his senior management team to help the Waterford Brand more deeply resonate with the ever changing tastes of today's consumers. G+G is charged with working on a wide range of strategic initiatives including: collaborating with Waterford and its retail partners to reinvent the Fine China and Crystal category and Wedding and Gift Registry department, expanding the Brand into new product collections and categories and redefining the entire physical brand experience. Innovation and increased relevancy are key objectives.

"Waterford is a true iconic brand whose name resonates with consumers around the globe," said Simon Graj, Founding Partner of G+G. "There is a tremendous opportunity to drive growth in the business and to build on the brand equity with a modernized concept that reaches today's younger consumers. We are thrilled to be working with the Waterford team to evolve and reposition the brand for its next generation of growth."

David Sculley, CEO of Waterford Wedgwood USA, Inc stated, "We are excited to be working with the team at Graj + Gustavsen. Their talent and expertise in consumer brand positioning and insight into global lifestyle trends make them the ideal strategic partner to help reinvigorate the Waterford brand."

Known for its premium products, Waterford Wedgwood designs, manufactures and markets an extensive range of crystal objets d'art, stemware, fine china and gifts for distribution throughout the world. The Waterford Company ( was first founded in 1783 in Waterford, Ireland and its brands include: Waterford China, Waterford Crystal, Michael Aram for Waterford, Robert Mondavi by Waterford, Marc Jacobs Waterford and Marquis by Waterford. The Wedgwood Company ( was founded in 1759 in Burslem, Staffordshire and its brands include: Wedgwood, Vera Wang Wedgwood, Jasper Conran at Wedgwood, Martha Stewart Collection Wedgwood, and Barbara Barry Wedgwood. The Royal Doulton Company ( was founded in 1815 in Lambeth, South London and its brands include: Royal Doulton and Monique Lhuillier for Royal Doulton.

About Graj + Gustavsen

Graj + Gustavsen is a New York based strategic and creative branding firm. For 20 years, G+G has partnered with brand owners, investors, and operators to successfully maximize brand value by creating, extending, and rejuvenating businesses and Brands. For more information, please visit

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Jessica Liddell
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