enLIGHTenment – The Lighting Industry Trade Publication

Unleash the Guerrillas

A lot has changed since the term “Guerrilla Marketing” was introduced in 1984 by Jay Levinson — and becoming a marketing guerilla is now a requirement! Being a Guerrilla still means that you must take a different approach to marketing than the...

Visual Comfort & Generation Brands Launch...

Visual Comfort & Co. and its partners at Generation Brands have formally announced a new corporate entity: Visual Comfort Group. Visual Comfort Group will go to market with a simplified and focused collection of the following brands – Visual...

Quoizel Promotes Howard Greenberg to Head Retail...

Long-time Quoizel team member Howard Greenberg has been promoted to Executive Director of the Retail Sales & Builder/Contract division of the company. Greenberg began working for Quoizel in 2005 as a Sales Representative for Central/Southern...

SURYA HIRES ROB ROSENQUIST AS VP/SALES

Cartersville, Ga.-based Surya has appointed Rob Rosenquist to the position of Vice President/Sales. As an executive sales leader with 23 years of experience in business development, sales operations, channel management, and training, Rosenquist will...

Pantone Unveils Color of the Year 2018: PANTONE®...

Pantone Unveils Color of the Year 2018: PANTONE® 18-3838 Ultra Violet Inventive and imaginative Ultra Violet lights the way to what is yet to come Pantone, a wholly owned subsidiary of X-Rite, Incorporated, and provider of professional color...

Editor’s Note December 2017

We’ve Got to Have Standards ith the lighting industry becoming more sophisticated through LED technology and wireless connectivity (i.e. smart products), it’s increasingly important for the industry to create standardization in these new areas. For...

The LED Controversy

In the upcoming year, customers may ask you questions about health concerns regarding LED lighting. henever a new technology emerges and takes off like wildfire, inevitably thoughts turn to possible medical complications. When earbuds became...

How Consumers UseTechnology

This fall, the National Retail Federation® (NRF)’s Consumer View explored shoppers’ experience with technology and how it is shaping their attitudes today — and tomorrow – in the retail environment. s the organization’s Technology & the Consumer...

Your Action Plan For 2018

Showrooms wishing to remain viable in the new year must act quickly to stay relevant in this new market landscape and continue to prosper in 2020. he goal for this month’s column is to cause thought and provoke some necessary actions that may have...

Dine By Design

Part of the transformation of a former giant industrial plant in Italy includes a chic restaurant overseen by the multi-Michelin-starred chef Enrico Bartolini. n the grounds of what was once a thriving factory district that eventually petered out in...

So Many Shows, So Little Time

Lighting trade shows are critical for the exchange of new product and technical information, but the expense for exhibitors – and the growing list of events – has left many wondering if it has become too much.  By Cindy Foster Warthen or any...

New Construction Predicted to Increase in 2018

According to the Dodge Outlook Report, new construction starts are expected to rise across all sectors. hicago-based Dodge Data & Analytics released its 2018 Dodge Construction Outlook in November. The report, a mainstay in construction industry...

Trade Show Story

Housing Trends: Zombies Are Dying

Recent statistics indicate the amount of abandoned properties has declined 22 percent over last year. A[/mks_dropcap ccording to the 2017 U.S. Residential Vacant Property and Zombie Foreclosure Report released October 24 by Irvine, Calif.-based...

What Fred Said

Next year will be a lot like 2017 in key areas, according to FreddieMac. ooking ahead to 2018, FreddieMac (otherwise known as the government-sponsored Federal Home Loan Mortgage Corp.) announced in late September that “the economic environment...

Mickey Majchrzak Named National Sales Manager...

Commerce, Calif.-based Nora Lighting has appointed industry veteran Michael Majchrzak as its new National Sales Manager for Commercial accounts. Majchrzak has 30+ years of experience in the lighting industry working in sales and also managing his...