Skokie, Ill.-based Generation Brands has hired lighting industry veteran Michael Incardone as VP/Builder Sales-West. He will join Stacey Rosenstein, VP/Builder Sales-East, who has been with Generation Brands for 15 years.

“Stacey and Michael together will continue to strengthen Generation Brands’ position as a leading supplier to the home builder channel with our Sea Gull Lighting, Feiss and Monte Carlo Fan brands, which offer a wide range of aesthetics and price points for the starter home all the way to the custom dream home,” says Matt Vollmer, President & Chief Sales Officer of Generation Brands. “As our business continues to grow, Michael’s addition makes our exemplary customer service even more accessible to our builders.”

Prior to joining Generation Brands, Incardone spent the last 10 years at Kichler Lighting, focusing on the builder business. In that post, he was promoted twice — from Regional Builder Sales Manager to National Builder Sales Manager, and then to National Accounts Manager/Hospitality Channel Manager. Before that, Incardone spent 15 years as an independent manufacturer sales representative in the plumbing industry.

A U.S. Navy Reserves veteran and a former player on the U.S. Men’s Regional Soccer Team, Incardone resides in Arizona with his wife, Alison, and their three children.