New Vanity Brand Debuts to Address Gap in Luxury Market, Founders Say

The executive behind the luxury bath fixtures company WetStyle and an industrial designer to consumer brands have teamed up to launch a new high-end vanity company called BEMMA.

Mark Wolinsky, owner and president of WETSTYLE, and Mario Muto, a designer for such brands as Crate & Barrel and Pottery Barn, says the new company is focused on designer vanities and accessories and is focused on addressing “a clear gap” in the luxury/high-end vanity market segment.

“The BEMMA  line was created to differentiate itself from the sea of grey vanities that are out there,” says Muto, general manager and head designer of the new company. “We are developing bolder designs from a modernist viewpoint, yet which are equally suited to traditional or classic homes.”

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Focused on quality materials, and mindful, classic design, the new collection of eight products fills a void, the founders say. Following an in-depth market study and competitive analysis of the vanity space, the company positioned BEMMA as a solution to compete in the mid to lower high-end product market, addressing a void created by a series of mergers, acquisitions, and failings in the industry. By focusing on a new design aesthetic of quality transitional and traditional products, at an attractive price point, BEMMA enters the market as a competitive alternative to Ferguson's James Martin and Signature Hardware collections, among others, the company says.

“With some of the dynamics unfolding in the industry, we saw an opening for a reasonably priced, mid to lower high-end product,” Wolinsky says. “We created this company to focus on vanities ranging from $1,200 to$3,000, including countertop, sink, vanity, and backsplash, and we believe that many independent distributors will be interested in selling some nice new designs.”

BEMMA products use solid wood, inlaid satin brass metal trim, and Sherwin Williams Level-5 finishes. “Embracing both style and quality, BEMMA’s line of vanities are built to last by virtue of their dovetail construction and incorporation of solid materials including kiln-dried oak, walnut, and birch wood, European soft-closing drawer glides, Italian Carrara marble, high-end Sherwin Williams lacquer finishes, brass handles, ceramic glazes, and more,” the company says.

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The new collection features eight contemporary, traditional, and transitional collections, including Gracie, Montauk, Lucio, Terra, Canyon, Hudson, Zanzi, and Clara. Most of the collections are available in four sizes, ranging from 24 inches to 60 inches in multiple colors.

“In addition to distinguishing itself with fresh new designs, exceptional quality, and reasonable price points, BEMMA is offering an attractive go-to-market approach to potential distributors,” the company says. “Beginning in June 2020, BEMMA products will be stocked on both the East and West coasts, available for quick shipments from either Atlanta or Los Angeles for one- to two-day delivery.”

Additionally, BEMMA has established a program for its first 100 founding distributors. The Founders Club program is a distributor model offering exclusivity, enhanced customer service, priority shipping, and priority positioning on leads. Founders Club exclusive membership also provides access to BEMMA marketing content and promotional material, including two display vanities and mirrors of the distributor’s choice, shipped free of charge.

In addition to vanities, BEMMA also offers a collection of accessories such as mirrors, lighting fixtures, and a growing assortment of bath-related products.

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