August 30, 2024
New England to Upstate NY: Illuminate Acquires Vertex
Lutron and Current reps combine to bolster multi-market lighting agency in the Northeast U.S.
Illuminate, a lighting and controls agency based in New England, has announced its acquisition of Vertex Solutions, a well-established lighting agency that has served the Upstate New York market since 1960. Illuminate is a subsidiary of Yusen Associates, a significant electrical industry manufacturers' representative in New England. This acquisition is the latest step in Illuminate’s strategic efforts to expand its footprint beyond its traditional New England base and into the competitive Upstate New York region.
This acquisition aligns major lighting and controls brands under one roof for both Upstate New York and New England markets. Notably, industry heavyweights Current and Lutron will now be (mostly) represented by a single agency company across these regions. Swaney Lighting represents Current in Maine, New Hampshire and Vermont.
The move creates additional synergies between Vertex and Illuminate's existing line cards, with shared representation of brands such as Elite Lighting, Lumenture, Acclaim Lighting, and B-K Lighting. This alignment is expected to streamline operations and potentially improve service for customers across the expanded territory.
Another milestone in Yusen’s regional expansion
Illuminate and Yusen Associates, has been steadily expanding their market presence in recent years. Yusen Associates, known for its longstanding representation of Lutron in New England, has leveraged this relationship to support its broader growth initiatives. In 2021, Illuminate merged with Omnilite, a move that strengthened its operations in the Greater Boston and Rhode Island markets. This followed Yusen’s earlier acquisition of Vanguard Lighting, a lighting agent serving Connecticut and Western Massachusetts, which was rebranded as Illuminate | Vanguard.
The acquisition of Vertex Solutions builds on Yusen’s recent expansion into Upstate New York, which got rolling in May 2023. At that time, Yusen extended its electrical representative business into the region, aided by Lutron’s decision to terminate its decades-long relationship with Ferrini Konarski in Upstate New York, thereby allowing Yusen to step in. This move also saw the addition of other prominent brands like Maxlite, Southwire, and ABB to Yusen’s line card in the area.
Blurring Regional Lines
The acquisition of Vertex Solutions is part of a broader trend where territorial boundaries between New England and Upstate New York have been increasingly overlapping. Several companies have been expanding their operations across these regions, reflecting the growing interconnectivity of the markets.
For instance, Vermont-based Green Mountain Electric Supply has made acquisitions in Upstate New York, extending its reach from its home base into this adjacent market. Similarly, Granite City Electric Supply, headquartered in Quincy, Massachusetts, has moved into Upstate New York by opening a branch in Albany and expanding its influence in New York’s Capitol Region. HZ Electric Supply, a USESI company based in Western Massachusetts, has also been expanding its operations, with three of its nine branches located near Upstate New York’s Hudson River, positioning it to serve both regions effectively.
Additionally, and possibly most importantly, Dunkin' Donuts has blurred territorial lines from Danbury to Poughkeepsie to Schenectady, offering sports-themed promotions at its numerous locations that target both Yankees and Red Sox fan bases.
The acquisition of Vertex Solutions by Illuminate is a significant move within this context, positioning Illuminate to better serve customers across both New England and Upstate New York.
Leadership and Integration
The integration of Vertex Solutions into Illuminate will be managed with a strong emphasis on continuity and maintaining the high standards of service that both companies are known for. Bill Snow, President of Vertex Solutions, and Ben Hagan will continue to manage the Upstate New York operations, working closely with Illuminate’s management team to ensure a smooth transition.
Tim Kelley, President of Illuminate, expressed enthusiasm about the acquisition, stating, “This acquisition marks an exciting new chapter for both our companies. We are thrilled to welcome the entire Vertex family into our organization.”
Bill Snow of Vertex Solutions echoed this sentiment, highlighting the potential benefits for the Upstate New York lighting community: “We are passionate about lighting, and this partnership will enable us to leverage Illuminate’s extensive resources to offer an even higher level of service to the lighting community in Upstate New York.”
