Page 46 - Lighting Magazine September 2018

ALA Committed to Excellence
This master bath is distinguished by Rowan xtures and a backlit mirror.
A PROVEN STRATEGY
Solomon de nes AFX’s three-pronged approach to developing exceptional new products.
“Everyone thought LED technology would evolve over a period of time, but it happened so much faster than expected.”
approach taken in developing products and programs.
It also rolled out “Stonegate by AFX,” a cus- tom, made-to-order, designer-focused decorative line that features product families by renowned designers. [AFX acquired domestic manufacturer Stonegate Design several years ago].
“Everyone thought LED technology would evolve over a period of time, but it happened so much faster than expected,” Solomon notes. “We had been competing mainly against other uores- cent products, but as the playing eld [started] changing, we recognized the need to adapt and make the changes that would keep us relevant and o er a value proposition.”
Early on, AFX had engineers designing and developing LED products. “It was a major con- version,” Solomon explains. “We had been very limited in the type of designs we could produce for uorescent bulbs. From a design standpoint, the change to LED gave us so much more opportu- nity for design creativity. Many lighting companies weren’t as prepared, and there was a quality issue in the early years of LED [introduction], which gave the segment a bad name. Our preparedness al- lowed us to promote our quality products and gain users’ con dence.”
The AFX headquarters, 100,000-sq.- . assem- bly facility, and three warehouses are located in Waukegan, Illinois. In addition, the company main- tains warehouses across the country – in North Carolina, Texas, and California – that provide fast service to its distribution network of lighting showrooms, electrical distributors, and trade pro- fessionals who work with speci ers, designers, and architects.
DESIGN
We design di erently.
The “art of design” goes beyond the creation of stylish lighting products. Our designers create lighting xtures to maximize the qualities of the latest lamp source technologies. We design to deliver the best lighting for the job — o ering optimum performance, e ciency, and style.
EFFICIENCY
Our xtures save energy.
As an active partner with ENERGY STAR®, our focus is on
highly e cient and en- vironmentally friendly lighting products that meet all new energy codes. Our leadership is demonstrated in our broad o ering of ENERGY STAR- quali ed xtures.
TECHNOLOGY
We believe in form meets function.
Our job is to make new lighting technologies make sense for the customer. As revolu- tionary breakthroughs become new industry standards, customers can be assured that we will o er lighting solutions that can help them meet stringent e ciency codes with an impressive design selection.
44 enLIGHTenment Magazine | SepteMber 2018
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