Swan Corp. ‘Refocuses’ Products, Other Efforts

St. Louis — The Swan Corp., the St. Louis-based manufacturer of solid surface materials and related products for the bath and kitchen, has “remodeled itself” through an ambitious corporate initiative that focused on establishing “a clear new vision for the company, including a refocus on core products, the introduction of custom installation and new products in core categories within the next year.”

“We’ve recognized that our brand was becoming diluted because we were trying to be a little of everything to a lot of audiences,” said Swan’s president Steven Anderson. “For the past several months, the entire organization has stepped back to evaluate what we offer our channel partners that provides differentiation – and ask ourselves the hard questions of what to do with those elements that don’t. This effort has enabled us to address our core strengths and deliver a new level of solutions to our customers and ultimately, the consumer.”

According to the company, whose product line includes the Swanstone brand of solid surface material, Swan Corp. employed a “Focus 20/10” initiative in examining and repositioning the company.

“We looked at the numbers carefully to understand our core products – products that our customers count on us to provide – versus those products that had been introduced to merely fill a customer void or a one-time-only opportunity,” said Dave Fisk, v.p./sales and marketing.

“The process that we’ve gone through has enabled us to become an even stronger company with a renewed focus on providing a total solution to our customers.” Regarding the Swan product line, Anderson added, “We have embraced the notion that as a manufacturer, we must do more than make products and ship them. We can add value for our customers through new programs like customization and installation.”

Through the Focus 20/10 initiative, Swan said it has identified core product areas that will garner a great deal of support from a product development, customer relations and marketing perspective. These core product areas include walls, floors and vanity tops. While these will remain the company’s core products, Swan will also continue to develop products that include wall solutions, Swanstone kitchen sinks and granite kitchen sinks, company officials noted.

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