Page 65 - enLIGHTenment - November 2017

under the radar

went from hype to reality in front of our eyes. Most and unique lighting collections under one roof, adapt-
lighting speci ers today will not even consider any ed to U.S. electrical standards, and that are easy to

product with halogen or uorescent lamping. LED specify and source.
technology continues to change and is re-de ning We only work under exclusive agreements. It is im-

how new lighting is designed as light sources re- possible to handle the market properly and protect
quire less space and no need for remote drivers.
the hard work of our sales network otherwise.

The growth of e-commerce has dramatically
LL: IS IT eaSIer To DeaL WITH Some counTrIeS
changed the lighting industry and has gravely af-
fected the brick-and-mortar retailers. In the early over oTHerS?

days, most respectable lighting lines avoided DW: I don’t believe some countries are easier than
Internet retailers and protected the traditional others. I believe people are individuals and that hon-

retailers. As larger players started signing up and esty, integrity, and professionalism transcend borders.

being successful online, the rest of the companies However, it is funny to see the di erences between
followed and today virtually every manufacturer the cultures and how we communicate di erently. My

can be purchased online.
experience with northern European countries has
Successful lighting retailers were able to adapt been very positive. They are very professional and

and either moved online or improved their o ering organized. Italians are more laid back and we have

of value-added services to clients such as lighting learned how to work in these di erent environments.
design and customer service. However, it contin-

ues to be a very challenging space. Online lighting LL: HoW Do you HanDLe THe reWIrInG ISSue?
retailers have also become an information source DW: Our philosophy is that manufacturers should

for designers and architects as they can easily nd have the UL listing and wiring done at the factory

product information and design ideas 24/7, so level. This enables them to become familiar with the
manufacturers need to be online if they want to be UL requirements and in turn be able to design new

noticed by the design community.
products with this market in mind. This is essential for
In terms of acceptance for European lighting, future growth.

I believe customers in the USA still see European

lighting as a premium product. However, clients
are aware of the potential problems of sourcing
David
European products that are not adapted to the Weisinger
electrical standards of the USA and not UL-listed. holds the Pilke
pendant from
That is why it’s so important for European compa-
Showroom
nies to have a local presence in the USA and o er Finland.
only products that are suitable for the USA market.

LL: HoW Do you evaLuaTe WHIcH

comPanIeS WouLD be a GooD FIT For
DISTrIbuTIon Here?

DW: I look for unique designs and for companies

that have a clear de nition of who they are and
what they are about. There are many players in

the lighting industry that simply collect di erent

designs, but they have no clear identity. I look for
companies that are passionate about what they do

and with management teams that are directly in-
volved in the design and operation of the company.

I don’t claim to know the “taste” of the American

consumer as this is a country of many tastes and
preferences. I believe that architects and design-

ers appreciate – and notice – innovative designs
and that is what we are looking to o er: Di erent

november 2017 | enLIGHTenment magazine 63