Contact:  Mary Wilson
Belvedere USA Corporation
815/547-1878
mwilson@belvedereco.com

For Immediate Release

Belvidere, Ill., May 15, 2007 – For some things, getting old really is a sign that you’ve succeeded. And that’s the case for Belvedere USA Corporation as the company marks its 80th year in the salon industry in 2007.

The company started in Belvidere, Ill., in 1927 as Belvedere Vitreous Enameling Company. In 1934, company founder Walter Kiefer designed a unique shampoo bowl that incorporated a “dip” on one end to accommodate the neck of the salon customer and allowed their head to be positioned inside the bowl.

Belvedere remains the leading maker of high-quality cast-iron porcelain enamel shampoo bowls. And of course, the dip has become ubiquitous in virtually all shampoo bowls sold everywhere.

The company later added bowl accessories and other products to fill out its offering. That list includes rubber neck rests, manicure bowls, vacuum breakers, faucets and other fixtures.

“Eighty years of production for one company in one place for one industry is a rarity and one that should be celebrated,” said Horst Ackermann, Belvedere USA managing director. “With a start that incorporated just one small piece of the industry, the Belvedere brand has grown to incorporate virtually everything necessary to operate a salon or spa business. This is a feat that our employees will celebrate.”

From 1934 until the mid 1950s, shampoo bowl production was the company’s primary business. Belvedere first introduced a line of hydraulic styling chairs in 1957. That line gradually expanded into a full line of upholstered items for the salon environment, including dryer chairs, shampoo chairs, reception chairs and specialty seating.

In 1962 Belvedere produced its first line of hair dryers. Today, the company is one of the largest manufacturers of air dryers in North America. Also in 1962, Belvedere began manufacturing a line of cabinetry designed exclusively for the beauty industry. Belvedere continues to manufacture virtually all of its cabinetry products in its headquarters plant in Belvidere, Ill.

“The Belvedere brand is synonymous with the salon industry in America,” said Ackermann. “It means quality and innovation to three generations of customers. Our goal as stewards of this legacy is to build upon the solid foundation and to continue the commitment to innovation and quality.”

The Belvedere line includes some of the best-known product names in the industry, including the popular Kallista and Caddy styling chairs, the Siesta shampoo chair and backwash, the Mirage pedicare system and the 8600 pivoting shampoo bowl.

Belvedere products are available from Belvedere showrooms throughout the U.S., along with Belvedere distributor locations.  You’ll find more information about Belvedere products and services at Belvedere.com or by calling 800/435-5491.

About Belvedere USA Corporation

Belvedere USA Corporation is a leader in the design and manufacture of furniture products and accessories for the salon and spa industry.  Its products are marketed throughout North America.  The company, which dates from 1927, is based in Belvidere, Ill., and is a wholly owned subsidiary of Darmstadt, Germany-based Wella AG.  Wella is a global leader in the professional beauty industry with a presence in 140 countries worldwide.  Wella is now part of Cincinnati-based Proctor and Gamble, which acquired the company in 2003.  Belvedere design studios are located in New York, Los Angeles, Chicago, Atlanta, Cleveland, Washington DC, Minneapolis, Boston, Connecticut and Florida.