Bowens, the lighting manufacturer, has issued a statement explaining its sudden decision not to appear at The Photography Show in March.
The company said it originally planned to use the event to show off a new “game-changing” flash system and other products, collectively named the “Generation X programme”, but these were not ready for launch. In a press release, sales and marketing director Alan Walmsley said:
â€œDespite our all-out attempts to fulfil this ambition on schedule it is clear that the first models of our new â€˜Generation Xâ€™ programme will not meet the required delivery deadline. This is a major disappointment for all parties and we apologise unreservedly to everyone who was looking forward to seeing us and our new products in Birmingham.
â€œWe are now planning our own dealer/distributor and press event in London in the summer â€” when we are 100% satisfied we will have fully working units available â€” not just renderings, plans and prototypes.â€
Managing director John Gobbi added:
â€œWe have noted recent social media noise, rumour and speculation but we must do what is right for the company. We want to launch our new-look products in fully working order and have them immediately available for our customers to buy â€“ and sadly that is not now going to happen by the end of March.
â€œBowens has undergone much change in recent months. We are effectively in the process of relaunching the company, embracing a renewed and reinvigorated focus on R&D and a brand new and highly compelling website.
â€œThese initiatives are part and parcel of our plans to completely reimagine this amazing and much loved brand and I can guarantee that our game-changing â€˜Generation Xâ€™ programme will be very much worth the wait.â€
John Gass, technical director, said: â€œGeneration X is the result of a major acceleration of our R&D programme, combined with a deep analysis of what our customers have been telling us they need to compete in todayâ€™s commercial environment. These new products are going to be unbeatable in their class in terms of functionality, aesthetics and of course, cost.â€
Though there were delays in the development of their flash system, Bowens will still be exhibiting continuous lighting, namely the new Limelite Mosaic II LED panels, at the British Video Exhibition in London this week.