March 27, 2024

5 Big Questions: Signify, Synergy's NYC Moves

Signify & Synergy stir NYC lighting market with key announcements, insights from execs

We catch up with Larry Rodger, President of ELA + Synergy, and Keith Eagle, SVP, US & Canada, Genlyte Solutions, Signify, to discuss the significant moves their companies have recently made in North America's largest lighting market.

Synergy merges with ELA, becomes ELA + Synergy
Synergy Electrical Sales and Electric Lighting Agencies, Inc. (ELA) have merged to form "ELA + Synergy," becoming one of the largest lighting and electrical agencies in the New York Metro area, New Jersey, Eastern Pennsylvania, and Delaware.

The newly formed entity will enhance its capabilities and reach, especially in New York City where they plan to expand ELA's West 25th Street office and maintain the Synergy showroom on Broadway.

Signify expands partnership with ELA + Synergy in NY Metro:
Signify has made a change New York Metro and Northern New Jersey lighting market by appointing ELA + Synergy as the new representative for its core luminaire and controls brands, effective April 1. This move consolidates Signify's partnership with ELA + Synergy, expanding it to include the Genlyte Solutions portfolio — brands such as Lightolier, Day-Brite, and Stonco. This development follows Synergy's representation of Signify's Philips and Advance products since 2021 and its 2023 appointment as the Genlyte Solutions agent in the Philadelphia market.

The change signifies a unified market approach across New York City, North Jersey, and Philadelphia, reflecting a broader industry trend towards consolidation.

Hear it straight from Larry Rodger and Keith Eagle:

Why did Synergy make these two significant moves? (1:13)
Why did Signify go "all-in" with ELA + Synergy in Philadelphia, New Jersey, and the New York Metro area? (3:35)
How is the customer base and design community reacting to the news? (4:32)
How does this benefit ELA + Synergy's electrical and lighting business in Philadelphia, New Jersey, and New York City – and can ELA + Synergy excel in all these areas? (5:58)
When Signify has large representatives that span multiple markets, how does a less diversified portfolio of agent partners potentially affect the business? (9:14)