Interfit Photographic, the studio equipment supplier, has announced some changes. Under the new CEO Frank Muscatello, appointed earlier this year, the company is seeing the recruitment of new “top-level” staff, redesigned branding and development of an online store. Interfit has replaced its ten-year-old logo with a new one that is said to represent a lighting softbox.
Next month, the firm plans to launch a new e-store, allowing photographers to order equipment through the web site and then have those orders fulfilled by Interfit’s dealer network. Thus customers can have an experience similar to buying direct, while still supporting their nearest authorised seller.
Mr Muscatello said in a press release: “We understand that in order to properly position the Interfit brand for future growth within the Studio Lighting category we must increase our relevance to both the end consumer and our retail partners. This will be accomplished by providing a consistent pipeline of high quality, innovative and compelling products that deliver quality performance at an affordable price.”
On the upcoming new website, Interfit said the semi-direct ordering system would allow the company “to focus our marketing efforts on directly engaging end-consumers while supporting our dealer network through our ecommerce platform.”
The language seems to echo closely the language used by PocketWizard, the beleaguered trigger maker, when it moved to a direct-to-dealer model and said it wanted to “build closer relationships with the community”.
As well as a retail presence, the site will also provide product demonstrations and educational resources. For more information, visit interfitphotographic.com.