Page 34 - Lighting Magazine June 2018

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HERE’S HOW TO PROVIDE THE RIGHT LIGHTING FOR EVERY CUSTOMER
Meet an industry-leading, family-owned manufacturer offering superior residential and commercial
lighting products at competitive prices.
lighting, among other popular products. The team also tackles custom orders. “We worked with a national hotel chain to develop table lamps with both an outlet and USB port on top of the base,” Hameed says. “We produced 7,000 units with a turn time of just four months.”
To help distributors appeal to consumers shopping for their homes, CWI Lighting o ers lots of product options from traditional chandeliers, to wall sconces and vanity lighting, to oor and table lamps. “What’s important is we o er lighting in industrial, rustic and country themes to appeal to buyers who like those styles or live in certain geographical areas,” Hameed says. “New York and Florida are our biggest crystal connoisseurs, and Southern states like rustic and country most.”
FOCUS ON CUSTOMERS AND PRODUCTS
Hameed oversees CWI Lighting’s distribution op- erations centers in Toronto and Bu alo, NY, with an extreme focus on customer service. “Besides o ering deep product diversity, competitive price points and quick turn time, we’ve created a fantastic customer experience,” he says. “Every time a customer calls, we guarantee you’ll reach a live person on the phone, and we respond to every email within an hour.”
Since CWI Lighting operates its own manufactur- ing plant, the team reacts to customer feedback about an order almost immediately. “Rather than sending the information to a third-party-owned facility, we act right away,” Hameed says. “If a client contacts us with a certain recommendation, for example rod or wire lengths, we adjust it at the assembly line immediately for the next batch.”
The manufacturer also diligently ensures its prod- ucts meet safety standards. “Plus everything goes through two phases of quality control: once before heading to our distribution centers, and the second time we open every box to check for any aws in the products before we ship them out to clients,” Hameed says.
So what’s next? “We’re working on outdoor light- ing and ceiling fan options,” Hameed says. “It’s a very exciting time for CWI Lighting, and we’re thrilled to share our new products with our distributors.” Learn more at cwilighting.com
“What’s important is we o er lighting in industrial, rustic and country themes to appeal to buyers who like those styles or live in certain geographical areas”
-Ali Hameed, Vice President of Operations
CWI Lighting Brighter Living. Simplified.
WWW.CWILIGHTING.COM
CWI
The start of 2018 was very exciting for the company. Not only did they rebrand the company name, but also consolidated their six (6) catalogs into one (1) gorgeous hardcover catalog.
Some people just have a passion for lighting: CWI Lighting President Kanaan Chasib has manufactured and sold quality residential and commercial lighting products since the ’70s. Ten years ago, Chasib moved from Canada to China to open a new manufacturing plant. “We started with 300 SKUs, and we’ve grown to an impressive 4,000 SKUs,” says Ali Hameed, Chasib’s son and vice president of operations for CWI Lighting, “with additional custom products we create for customers, especially those in the hospital- ity industry, like hotel chains, restaurants and bars.”
In-house designers based in CWI Lighting’s China plant push out 300 to 400 new SKUs annually. “They attend the Light + Building show in Frankfurt and the Euroluce show in Milan for inspiration, so they’re on the cutting edge of design and functionality in our styles,” Hameed says. “Plus, because we manufacture our own products, we control quality and price points. We pass our savings to our distributors, and then to consumers.”
4,000 STUNNING LIGHTING PRODUCTS
While CWI Lighting is known for its high-quality, gorgeous crystal lighting xtures, the manufacturer also o ers a wide variety of residential and commer- cial products and styles to t almost any taste and décor. “We o er such a diverse line, enabling brick- and-mortar stores to compete with online retailers that have taken a huge market share,” Hameed says. “We enable our distributors to o er their clients 4,000 residential and commercial products. They can cater to customers who walk in their door and want personal service.”
On the commercial side, CWI Lighting produces an array of LED panels and industrial unit high bay
Lighting (formerly known as Crystal World) has rebrand-
ed, and been given a face lift.