February 26, 2024
Agent Acquisition: Diversified Makes Another NYC Move
Diversified acquires lighting agent ORA Lighting and Controls, a 12 person spec agency
Diversified Group, a leading manufacturers’ representative of lighting and controls brands in Eastern Pennsylvania, Delaware and New Jersey, has announced its acquisition of New York based ORA Lighting and Controls, formerly known as O’Blaney Rinker Associates. This strategic move aims to enhance Diversified's presence in the New York City market, further expanding its comprehensive product and service offerings to the local design and construction community.
Marking a significant expansion since its initial foray into the New York City lighting market in July 2022, Diversified's purchase of ORA will add numerous lighting people and a few dozen lines to Diversified’s presence in New York.
With a decades-long foothold in the Philadelphia market and a successful expansion into Northern New Jersey, culminating in its merger with Liberty Lighting Group in 2021, Diversified has solidified its position as the leading lighting agency west of the Hudson River in North Jersey. This latest acquisition highlights the company's commitment to broadening its reach and influence in New York City’s architectural and construction markets.
Related: NYC Lighting Market »
Strengthening its NYC presence
Entering the competitive New York City market, Diversified Group faced unique challenges that differentiated it from its established territories. Initially, the company ventured into NYC with a smaller portfolio of brands, managed from its New Jersey office, but this strategy didn't immediately position Diversified as a key player in the city. The departure of Atlas Lighting from Diversified's NYC lineup was a setback, though the subsequent partnership with Atlas parent company LSI Industries offered a new opportunity.
A significant turning point for Diversified's operations in NYC was the extension of its long-standing partnership with Current into the city during the summer of 2023. This move, building on decades of collaboration in Philadelphia and many years in North Jersey, brought a new level of strength and focus to Diversified's line card in NYC. Recognizing the distinct demands of the NYC market, Diversified has now broadened its portfolio to include ORA’s independent specification brands, complementing Diversified’s core offerings from Current, various Leviton brands and LSI Industries.
ORA backstory
ORA, co-founded in 2010 by James O’Blaney and Caroline Rinker, currently cites 32 lighting brands on its line card including local Long Island companies Legion Lighting and Satco, as well as notable architectural names like Lumenture, Lightheaded Lighting, and Tivoli. The recent rebranding to ORA followed the unexpected passing of Caroline Rinker in June 2023, marking a new chapter for the company as it continued to build on its legacy with a team of 12 employees.
Previously Diversified was servicing the New York City market from its longtime office in Fairfield, New Jersey. The acquisition of ORA Lighting & Controls gives it a midtown Manhattan office two blocks south of Bryant Park. ORA also has an office location listed in Rochelle Park, New Jersey. When asked, Diversified didn’t comment on the specific plans for that location.
James O’Blaney, managing principal, is expected to remain an integral part of the company which has now undergone another minor rebrand to ORA Lighting & Controls, a Diversified Company.
With LEDucation just three weeks away, it's unlikely that the ORA and Diversified lines will be able to share the same aisles at the trade show. Currently, ORA's represented lines are slated for the Grand Ballroom, while Diversified's brands will be exhibiting one level down in Rhinelander Hall.
