September 25, 2024
Acuity Brands Agents Unite in the Rockies
TLA acquires Lumen FX to expand into Montana and Northern Wyoming
The Lighting Agency (TLA), a Denver-based lighting agency, has acquired Lumen FX, a Montana-based lighting agency, expanding TLA's presence into Montana and Northern Wyoming. Both firms have been longstanding Acuity Brands representatives in their respective markets, with Lumen FX having 9 employees and TLA approximately 75 employees.
The newly acquired company will operate under the name "The Lighting Agency North" (TLA North), maintaining all current Lumen FX employees and functioning as a separate business. Additionally, the Billings, Montana office of Lumen FX will continue its operations as TLA North.
Montana represents a small lighting market, with a population of 1.1 million people that is only about one-ninth of New Jersey's, yet it covers an area approximately 17 times greater than New Jersey's. That's only 7.5 people per square mile in the Big Sky state.
Expansion Details
Frank Dugas, the founder and owner of Lumen FX , is expected to remain with TLA North for at least two years following the acquisition. Dugas brings significant experience to TLA North, having started his lighting career in 1995 with the Wages Agency, a former representative of Lithonia Lighting. In 2002, Dugas purchased the Wages Agency's assets from Wayne and Faye Wages, establishing his company, Lumen FX.
TLA North's operations will encompass all of Montana and Northern Wyoming, expanding TLA's reach in the lighting market. The decision to maintain Lumen FX 's existing team highlights TLA’s commitment to a smooth transition and continuation of service in these regions. As part of the integration process, the Lumen FX website will eventually merge with the TLA website, streamlining the company's digital presence.
Competitive Landscape
This acquisition follows a similar expansion by Quantum Lighting Group, a Salt Lake City-based lighting agency, which recently acquired the assets of Denver-based Illumination Systems Incorporated's North territory, covering Montana. Quantum Lighting Group's move marked its entry into the Montana market, broadening its service footprint in the Western United States.
The recent acquisitions by TLA and Quantum signify a trend of larger lighting agencies entering sparsely populated markets like Montana, offering opportunities for increased operational efficiency. Larger agencies can tap into resources from their central offices for support with applications, quotations and customer service, reducing the need for local teams to handle all tasks independently.
*South Dakota Carve-Out
An important aspect of the Lumen FX acquisition is the shift in coverage for nine counties in South Dakota: Butte, Meade, Custer, Harding, Pennington, Lawrence, Fall River, Perkins, and Shannon. Previously, Lumen FX managed lighting representation in these areas, but moving forward, they will be serviced for Acuity Brands by Davis & Associates, a lighting agency based in Minneapolis.
The Lighting Agency's acquisition of Lumen FX aligns with a broader strategy to strengthen its market presence in the Rocky Mountain region. By incorporating Lumen FX 's existing team and expertise, TLA North aims to build on established relationships and provide consistent service to customers across Colorado, Wyoming and Montana.
