There is a lot more to the lighting revolution than just the introduction of low-voltage LED lighting. The entire lighting fixture category has opened up broadly to enable integrators to be key providers of line-voltage lighting fixtures also. And in most cases, it will not disrupt the trade partnership relationship integrators have with electricians.
“I would say that, in general, most integrators understand that they should be doing lighting,” says Mike Libman, national sales director, residential systems for DMF Lighting, “I don’t think that we’re anywhere close to the widespread adoption that is possible in the space.”
Libman says the custom installation channel is a very meaningful part of the company’s business, noting, “We have a number of dealers that are having a lot of success with our product as well others that are in the market complementary and competitive. It’s a huge opportunity. We believe that ultimately in the luxury residential space and all fixtures will be coming through the integrator channel because of the strengths and the complexity of lighting that wasn’t necessarily the case 10 years ago.”
DMF specializes in line-voltage lighting, meaning integrators need to have an electrical license to install it, but that does not necessarily mean CE pros will be cutting off their long-time relationships with electrical trade partners if they move into lighting. Libman says that in many cases lighting has become a commodity among electricians, even putting inexpensive fixtures in multi-million-dollar homes.
“Integrators are always trying to create the best possible experience for a client in their home,” he says, noting that dealers are doing landscape lighting and window treatments, and in sophisticated market areas some integrators even have a lighting designer on staff.
“Fixtures are a natural progression,” he adds. By handling the lighting, integrators are able to focus on what is important to the client.
“It isn’t just the aesthetic of the trim and the ceiling. It’s about the wall finishes, furniture, and architectural elements that the clients love. By lighting it properly with quality fixtures, you enhance the experience for clients.”
Becoming a resource for lighting also has the advantage of introducing the integrator onto the project much earlier than he or she might have otherwise engaged with the homeowner, architect, designer or homebuilder. In regards to potential channel conflict between the integrator and the electrician, Libman says electricians are also OK with integrators bringing higher-end fixtures to the project because it immediately eliminates the potential problem of incompatibility with the lighting controls.
“Most electricians’ primary revenue stream is labor, not necessarily material. So, if you are specifying a line voltage fixture, you’re making sure that it’s the appropriate design that you’re getting ahead of any potential compatibility issues. You can be collaborative with the electrician they still get the labor of installing the fixtures, eliminating a point of potential friction,” he says.
Hear more from Mike by watching or downloading the CE Pro Podcast episode above. Find past episodes of the CE Pro Podcast by subscribing to the CE Pro YouTube channel or our Apple and Spotify podcast feeds.