February 16, 2022

An Open Letter to Reggiani Lighting

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Ghosting: U.S. arm of the Italian architectural lighting company remains mostly silent as lighting stakeholders scramble for alternate solutions

By most reports Reggiani Lighting USA’s silence and lack of response started the last week of January when the company laid off staff and reportedly started to widely ignore emails, phone calls and new orders.

On February 4, Reggiani Lighting USA issued a press release apologizing for “delaying” communications to its partners and customers – and promised a “formal announcement” the following week. No formal announcement has yet been issued.

Since then, Reggiani Lighting USA has removed all the U.S. agent listings from the Contact Us section of the website and, we believe, they have also redirected some of their social media links from the USA accounts to the global Reggiani social media feeds.

In recent days, the company updated the last sentence of the February 4 press release to plural form by stating, “A formal announcement will be shared next weeks.” Apparently a formal announcement is still planned, albeit with a moving timeline and questionable grammar.

Lighting agents and specifiers tell us that Reggiani Lighting USA’s radio silence is continuing. Specifiers are scrambling to make Reggiani product substitutions. Agents are concerned about open projects and unpaid commissions – but most of all, the agents seem disappointed and upset with how Regianni’s recent disappearing act is hurting the agency reputation with their local customer base.

Here is what we ask of you, Reggiani:

Dear Reggiani,

Your company has won the loyalty and trust of many U.S. and Canada customers for decades. Your well-designed products have caused U.S. specifiers to involve you in some amazing projects at high end retailers, prestigious corporate offices and luxury hospitality venues across the world. Would you kindly provide us with some professional guidance?

Communicate:
If your company has made the official decision to exit the US market, please announce it. Bad news delivered sincerely and professionally is received better than being ghosted is.

Put a face to the announcements:
Have an executive in the US or in Italy communicate the message with a human touch. Written statements are necessary, but with a seemingly growing lack of trust in the US market, show sincerity and compassion to the many lighting stakeholders affected by this situation.

Share specific plans and stick to them:
Please include details of how Reggiani USA or Reggiani corporate in Italy is going to take care of open issues with customers and business partners. If some of the news is bad news, still tell it. Being left in the dark is frustrating and feels disrespectful.

Rethink your Complimentary Close:
Your February 4 press release ended with "Thank you for your comprehension, Reggiani Lighting USA Inc." You might consider using a nicer and simpler “Sincerely” instead. Thanking loyal business partners and customers for their comprehension after ignoring them was not received well. Some considered it prickly, condescending and argumentative.

Be swift:
If you wish to curtail further reputation damage and eventually do business in the US with fewer trust concerns, act soon. Very soon. The best time to plant a tree was 20 years ago. Since we can’t go back in time and do that, the next best time is now.

Sincerely,