Why Lutron Is ‘All In’ with Lighting Fixtures Exclusively via Integrators

Lutron’s Ketra and Ivalo intelligent lighting solutions are targeted solely at the custom channel due to integrator’s technical proficiency.

There is no question the lighting fixture category is hot, and Lutron Electronics doesn’t just see custom integrators as the key to the category’s success, the company is committed exclusively to the channel with its intelligent lighting solutions.

“Lutron made an intentional decision and commitment to go to market with our intelligent lighting solutions products exclusively through residential dealers and installers,” says David Weinstein, vice president of sales, Residential, at Lutron Electronics. “We believe that in order for us to deliver the best performance to the client and in order for us to deploy the technology that is IP-based and addressable, we really needed the skills and expertise of are very trained and experienced integrators who have great relationships with their clients, with luxury builders and with many specifier. So we’re ‘all in’ with the integrators and we’re excited about their commitment to us to build and grow this business together.”

That commitment to the channel from Lutron is also due to the technical skillsets of integrators compared to electricians or other trades.

“We believe that the advent of digitally addressable Intelligent Lighting Solutions innovations like our Ketra and Ivalo brands are well-aligned with the discipline and skill sets of Lutron’s residential dealers,” continues Weinstein.

“Their existing knowledge of our lighting control and shading system products, combined with our very familiar ‘powered by Homeworks QSX’ hardware and software, affords dealers the opportunity to lead with our newest innovation in Ketra and Lutron illumination systems. The focus on all light, which includes delivering and controlling daylight, and delivering and controlling our new ‘natural’ fixed and full spectrum LED lighting systems will allow for available synergy with specifiers, luxury builders, and luxury clients looking to design and create the best visual environment through our lifestyle enhancing systems. 

Weinstein recognizes that many integrators are not yet trained in lighting design, which is an important skill to have to help bolster sales of lighting fixtures.

“Today’s intelligent lighting systems play a critical and game changing role in terms of allowing clients to experience the best light in their primary or vacation homes,” he says. “Given the experiential nature of illumination, the best strategy is to utilize dealer created and installed experience spaces, as well as to work with manufacturers who have well-designed experience spaces that can be hosted in person, or virtually. As an example, Lutron has an incredible Global Experience Space in NYC as well as an amazing collaboration space at Ketra’s Austin headquarters. By working with dealers to host both local and corporate meetings and events, we can work effectively together to increase awareness, and to effectively promote the value and benefits of our systems. 

He adds, “From ultra-quiet and precise movement shading using beautiful fabrics, to clean, aesthetic, and elegant keypads, to illuminating spaces with the best in full spectrum digitally addressable natural light, creating exceptional spaces by utilizing these solutions offers integrators exciting, profitable, and value added paths to luxury residential growth.”

About the Author

Jason Knott
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Jason Knott:

Jason Knott is Chief Content Officer for Emerald's Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California.

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