After a competitive national search, Tallahassee, Fla.-based Golden Lighting has hired Steve Falk as its new VP/Sales, succeeding industry veteran Denny Rehm, who is retiring after six years with the Golden Lighting family.

With nearly three decades of sales experience in the lighting industry — most notably with Kichler — Falk brings a depth of knowledge and perspective to his new position. “Steve’s understanding of the lighting market, strong selling skills, and proven ability to lead an effective sales force will provide an important component to our strategy for continued development and advancement,” says Yuh-Mei Hutt, Golden Lighting’s President. “However, it is Steve’s commitment to customers’ needs and his passion for creating and delivering the ultimate customer experience that makes him an ideal fit for the Golden team.”

In his new role, Falk will oversee Golden Lighting’s showroom and E-commerce sales channels, with a primary focus on increasing market penetration. He will also lead an independent sales team, create and manage sales promotions, design programs to expand market share, and generate new customer accounts. His customer-centric approach to sales aligns with Golden Lighting’s 32-year mission to “conduct business honestly and ethically while providing the most innovative, high-quality products.”