Steuben Glass LLC has announced a rebranding initiative to broaden its customer base and reach a new generation with its designs. Plans include new product lines, new designer collections-including licensing agreements with Jonathan Adler and Waterworks-and more accessibly priced collections.

“It is time to take major steps to position Steuben for the way we live today,” said Mark Samitt, president. “We have legions of loyal fans that appreciate our impeccable craftsmanship and commitment to outstanding design, and we are planning to extend this enthusiasm to a broader audience. The customer is looking for luxury at every level, and our new product categories address this need.”

In addition, a new identity and redesigned website are due to be launched this fall.

For more information, visit www.steuben.com.