Maxilux, a Coventry business that designs and manufactures high impact LED lighting for prestigious locations, including the Royal Shakespeare Company, the Emirates Stadium and Twickenham, the home of English Rugby, is doubling its size by the end of the year.
Maxilux LED Lighting is dramatically expanding its offering by opening new distribution centres in Kent and Leeds with a view to becoming the UK market leader in LED strip lighting to the electrical wholesale market.
The business, which recently moved to larger manufacturing premises in Falklands Close, Canley, is changing the way LED strip is sold to wholesalers – from a largely commodity product to a branded, easy to fit, end-to-end solution – in order to dominate the market.
The move, part of an ambitious expansion, will see a new Maxilux branded distribution centre serving the South East in Swanley, Kent, and another centre in Morley, Leeds, to service the North of England.
Both, along with a new service centre in the Midlands, provide fully equipped LED lighting showrooms and will carry stock lines that allow a same day collection service via Maxilux’s trade counters.
By the end of 2017, Maxilux will have sold in excess of 100,000m of LED strip into the market, but its ambitious distribution plans involve having packaged product in more than 300 national wholesalers and quadrupling in size by 2020.
The rapid growth of Maxilux has been sparked by an explosion in demand for LED strip lighting in homes, retail outlets, pubs, clubs and theatres.
“The only obstacle to even greater sales is people’s imagination and the fact that LED strip is still seen as a commodity product that is difficult to fit,” says Maxilux managing director Richard Cockayne.
“The fact of the matter is nothing could be further from the truth. Our message is that Maxilux is ‘making light work of light work’.”
The company has launched a series of innovations including easy to fit, no soldering connections and ‘everything in one place’ packaging which takes the leg work out of buying and selling the products.
“Electrical contractors are happy because it is easy to identify and fit, and wholesalers can sell more product,” says Richard.
“The London and Leeds operations will help boost our distribution channels in the South and North of England, while head office can concentrate on the Midlands. We are also looking at our overseas distribution channels.”
The approach has been welcomed by a number of wholesalers, including Andrew Simpson, manager at Powersaver in Burnley, Lancashire, who comments: “The Maxilux LED strip is so easy to install – you can get it in a kit version or cut the strip between each LED light so you can have it to any length. This is the first time I have seen anything like this.”
Matt James, manager at Harbord Electrical in Liverpool, adds: “I’ve had back-to-back bespoke LED solutions soldered by suppliers and even tried soldering in house. However, all of these have been eclipsed by the ease and versatility offered by the new Maxilux connectors. Rather than a shelf full of different products now all I need is a 25m pancake of strip and a handful of the new connectors. It is so simple, a 12 year old could outfit a coffered ceiling or a whole kitchen’s under cupboard lighting in about 20 minutes with minimal to no prior training.”