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Spartan Railing, Bloomington, MN., has rolled out a new brand identity—IG Railing—to better align with its illuminated glass railing systems.
The launch, which includes new brand logo and website (www.IGRailing.com), creates a better connection to global partner and patent holder Illuminated Balustrade Australia. Spartan Railing LLC remains the U.S. business entity.
IG Railing is a patented, frameless glass railing system featuring over 12 LED color options via WiFi or remote control.
“We shied away from traditional glass insert railing systems for 15 years because the glass was thin and supply was fragmented”, said Pat and Julie Noonan, owners of Deck and Basement Co., Minneapolis, MN. “As a result of our collective industry experience, we’ve been able to anticipate the needs of the professional contractor and their supply chain in bringing IG Railing to market,” added Pat and Julie.
“IG Railing as a product and brand is the result of executing our ownership group vision starting in 2020 to create a category shift to glass railing through LBM dealer and distributor supply chain” said co-owner Mike Kunard.
IG Railing has signed up several new partners— Great Lakes Railing, Grand Rapids, MI., and The Garham Group, Nunica, MI., to service Michigan and portions of Indiana and Ohio; sales rep Langenfeld Sales, Oswego, IL., to support existing distribution in Wisconsin, Illinois, northwest Indiana, and eastern Iowa; and Building Material Distributors, Inc., Riverside, CA., to supply Southern California. BMD’s Galt, CA., location began stocking the hardware, lighting and low-iron glass last March.
“We love the category of outdoor building products, which we feel IG Railing can take to the next level because of its intuitive installation and unparalleled, yet universal architectural appeal,” said Rob Langenfeld, president, Langenfeld Sales. “IG Railing is not niche. Customers are loving this product in the city, in the woods, and of course on the lakes, but also in the country,” Langenfeld added.