April 23, 2024
LMPG's Fluxwerx Illumination Expands into Europe
Canadian architectural lighting maker makes its debut in UK, Sweden, France, and Italy
LMPG Inc., previously known as Lumenpulse Group, has launched its Fluxwerx Illumination brand in the European market. Fluxwerx, a Canadian company founded in 2011, is known for its architectural lighting solutions combining industrial design, optical engineering, and LED technology. The launch marks the brand's first foray into international markets, introducing its products in the United Kingdom, Sweden, France, and Italy. This expansion leverages the existing sales network of sister brand Lumenpulse, and involves partnerships with local firms to tailor the products to meet European standards and preferences.
The rollout of Fluxwerx in Europe is part of a broader strategy to extend its reach into the European and Asian regions in the future. LMPG is not new to international operations. It has a long-established presence in the UK through Lumenpulse UK Limited and has been managing business in Asia for well over a decade. In 2021, LMPG reported successfully leveraging its Value Added Reseller (VAR) model in Europe to support its international ambitions.
Furthermore, the acquisition of Italy-based Exenia in December 2015 significantly bolstered LMPG's European capabilities, enhancing its indoor product offerings and strengthening its Italian sales channels. Exenia is now being rolled out in North America with select product families being available in the Lumenpulse brand.
Why expand?
When we interviewed LMPG CEO, President and Founder, FX Souvay, in June 2023, he shared, "We want to be a strong, compelling architectural lighting group in North America, but with the ambition of becoming the most exciting architectural lighting group in the world."
This expansion may be motivated by several key factors, primarily the opportunity for growth beyond the North American market. The architectural lighting market in the U.S. and Canada, while substantial, is highly fragmented. This characteristic presents a unique opportunity for companies like LMPG and Fluxwerx to seek broader horizons and tap into new markets to fuel their growth aspirations. By expanding into Europe, Fluxwerx is not only diversifying its market presence but also aligning its operations with the expansive trends of the global economy.
North American lighting design practices often serve clients and projects that span across continents. LMPG’s global reach is not just about handling international projects; it's also about engaging with a network of designers, architects, end users and developers who operate on a global scale. For these professionals, the ability to source high-quality, architectural lighting solutions is crucial. Their projects, whether they are corporate headquarters, luxury hospitality venues, or high-end retail establishments, require consistent quality and design aesthetic regardless of their geographical location.
Navigating International Expansion Hurdles
Expanding into Europe is not without challenges. European markets require that products be certified and marked with applicable certifications like the European Economic Area (CE) marking. To prepare for this expansion, the Fluxwerx team has put in the work to ensure that their products comply with the electrical codes of the jurisdictions where they are installed, including those established under the IEC/EN safety standard in the European Union.
One notable challenge is the difference in measurement units. U.S.-focused brands typically design products according to imperial units, fitting into 2-foot and 4-foot ceiling grids, which does not align seamlessly with Europe's 600mm and 1200mm grid systems. Additionally, the transition to digital architectural drawings does not negate the importance of spec sheets and physical product brochures, which may need to accommodate both 8.5" x 11" and European A4 paper sizes, as well as multiple languages to effectively engage the European market.
A spokesperson for LMPG informed us that the initial wave of European Fluxwerx product families will be suspended luminaires, which are more adaptable to the metric elements in European buildings.
As LMPG pushes Fluxwerx Illumination into new territories, the company aims to solidify its presence in the European market, capitalizing on its established networks and past successes in international expansion. This move is expected to enhance LMPG's global footprint, helping it adapt to diverse market demands while maintaining its commitment to high-quality, innovative architectural lighting solutions.
