Illustration 60886103 / Kheng Ho To / Dreamstime
Photo 226496518 / Mohd Izzuan Ros / Dreamstime
Illustration_60886103 / Kheng Ho To / Dreamstime
Illustration 60886103 / Kheng Ho To / Dreamstime

Sylvania Comes Home

Nov. 7, 2016
The Sylvania brand will be front-and-center in LEDVANCE’s plans to build its position with distributors in the North American lighting market.

It has been a year full of changes for Sylvania, one of the best-known lighting brands in the world. A new owner. A new headquarters with a state-of-the-art training center. And new challenges in the fast-moving LED lighting market.

The brand, which Osram owned since 1993 and spun off earlier this year as the independently operated LEDVANCE LLC, was acquired this summer for approximately $442 million by a group led by MLS, a Chinese semiconductor manufacturer that’s said to be one of the largest suppliers of LEDs in the world. The deal is expected to close in the company’s 2016/2017 fiscal year.The company plans to go to market with a dual-brand strategy with both the Sylvania and Forest Lighting brands. Forest Lighting, Marietta, Ga., has worked hard over the past few years to establish distribution channels in North America. LEDVANCE now employs about 8,900 people, is active in 120 countries, and generates revenue of approximately $2.2 billion in annual sales.Jes Munk Hansen, LEDVANCE’s CEO, says MLS recognizes and respects the value of the Sylvania brand and will be marketing lighting products under that name  in North America. Hansen, who became CEO of Osram Sylvania in 2013, has years of experience in supply chain management and working with distributors of energy-efficient products before coming to Osram, most recently as CEO for six years of Grundfos North America, the world’s largest pump manufacturer, with approximately $550 million in sales.Hansen brings a global perspective to LEDVANCE, with a MBA from London Business School and a master of science in forestry from the University of Copenhagen. He has a unique understanding of the distributor role in the marketplace from his experience of working with Grundfos’ distributors that serve contractors and other installers of residential, commercial and industrial pumps.Hansen enjoys meeting with electrical distributors to discuss the MLS acquisition and the unique supply chain management challenges related to the rapid launch/rapid obsolescence nature of LED lighting. Hansen says distributors are interested in learning more about MLS, and that they recognize the power of being aligned with one of the world’s largest LED chip manufacturers.In many ways, the company’s new headquarters reflects the fresh energy Hansen and his team like to talk about at Sylvania and LEDVANCE. The building has a distinctly modern feel, with an open office environment and ample natural light flooding the work spaces. The company’s Lightpoint training facility has a number of different rooms for classes and tours, and the whole building is in a sense a demonstration center for the company’s LED lighting systems

 In the multi-story lobby, visitors can experience an array of colorful lighting scenes on the ceiling and walls — all controllable by an app on a smartphone. In the offices and labs on the second floor, engineers are developing the next generations of the company’s LED lighting systems, and employees and visitors get to experience the various lighting options the company sells in real-world applications.

Hansen and the LEDVANCE  management team realize it’s a delicate balance for distributors to keep up with new lighting technology while managing their inventory carefully so they don’t have too many LED lighting products  in  their warehouses and in danger of becoming obsolete by the next generation of products.He is excited about LEDVANCE’s recent rollout of eight easy-to-install LED products for electrical contractors, and about the potential of its Lightify connected lighting products, which it promoted heavily at Lightfair this year in San Diego.“We are very good at stock-and-flow logistics and we focus on ease of doing business,” he said. “We won’t get involved with spec-grade fixtures. The LED transformation is not just a technical revolution, it’s a process revolution. The hardest thing is the speed of new products arriving and some of the old ones being phased out.”    
About the Author

Jim Lucy | Editor-in-Chief of Electrical Wholesaling and Electrical Marketing

Jim Lucy has been wandering through the electrical market for more than 40 years, most of the time as an editor for Electrical Wholesaling and Electrical Marketing newsletter, and as a contributing writer for EC&M magazine During that time he and the editorial team for the publications have won numerous national awards for their coverage of the electrical business. He showed an early interest in electricity, when as a youth he had an idea for a hot dog cooker. Unfortunately, the first crude prototype malfunctioned and the arc nearly blew him out of his parents' basement.

Before becoming an editor for Electrical Wholesaling  and Electrical Marketing, he earned a BA degree in journalism and a MA in communications from Glassboro State College, Glassboro, NJ., which is formerly best known as the site of the 1967 summit meeting between President Lyndon Johnson and Russian Premier Aleksei Nikolayevich Kosygin, and now best known as the New Jersey state college that changed its name in 1992 to Rowan University because of a generous $100 million donation by N.J. zillionaire industrialist Henry Rowan. Jim is a Brooklyn-born Jersey Guy happily transplanted with his wife and three sons in the fertile plains of Kansas for the past 30 years.