September 24, 2024
Tennessee Williams: New Cooper Agency Rises in Nashville
Jim Williams to lead new agency as Cooper Lighting parts with Tennessee Lighting Sales
Cooper Lighting Solutions has made a strategic shift in its Tennessee representation. The company will be ending its long-standing partnership with Tennessee Lighting Sales, a Nashville-based agency that has represented Cooper Lighting for over 20 years, in favor of a newly established agency, JAW Lighting, which is solely owned by industry veteran Jim Williams.
The new partnership will take effect on January 1, 2025, giving Tennessee Lighting Sales a 100-day period to wind down its representation of Cooper Lighting and providing Williams with a similar timeframe to establish and ramp up his new agency in Central and Eastern Tennessee.
JAW Lighting's entry into the market marks a significant shift in the Tennessee lighting market while also giving Williams an opportunity for an encore performance as a lighting agent principal. Williams, 59, known for his success in growing one of the largest Acuity Brands agencies in the country, is now venturing into the Tennessee market after recently retiring from KSA Lighting & Controls, the Chicago-based agency he led for many years.
Impact on Tennessee Lighting Sales
Tennessee Lighting Sales has long been a staple in representing Cooper Lighting Solutions across Central Tennessee and, more recently, in the Knoxville and Chattanooga markets, having taken over that territory from Lumen Control (formerly David Cash & Associates) in recent years. In late 2023, L.W. Canter, a key player in the agency his family started in the 1980s, departed Tennessee Lighting Sales and now works for Inline Electric Supply Company in Nashville.
This loss of Cooper Lighting representation presents a significant challenge for Tennessee Lighting Sales as they seek new major lighting brands to partner with to remain competitive.
Finding another prominent lighting brand might prove difficult, as many of the established major lighting relationships in the region are firmly entrenched. Some of the notable agent-brand partnerships in the area include:
- DesignLight & Lighting Trends: Two separate agencies representing Acuity Brands in Central and Eastern Tennessee respectively
- FSA Lighting: The longtime Current agent (dating back to Lighting Corporation of America last century) and Lutron agent
- SESCO Lighting: A prominent Southeast U.S. agent partnered with Signify’s Genlyte Solutions brands across numerous markets
Given that the major brands have longstanding relationships with these agencies that are unlikely to budge, Tennessee Lighting Sales may need to look to alternatives such as Cree Lighting, LSI Industries, and H.E. Williams to remain viable in the competitive lighting market.
The Jim Williams Factor
Jim Williams brings an impressive track record to the table, having grown KSA Lighting & Controls into a powerhouse in the Chicago market. Under his nearly 20-year leadership, KSA became one of the largest lighting agencies nationwide, successfully competing in a market long dominated by Pilipuf-Grist & Associates (now PG Enlighten). Williams departed KSA earlier this year and his non-compete agreement with KSA appears to be of little concern given the geographical distance between Chicago and Tennessee — over 500 miles.
Jim Williams and his wife, Ashley Williams, made headlines in late 2022 when Cooper Lighting Solutions appointed her startup agency, The Lighting Digest, as its new representative in the highly competitive Chicago market. This decision caused quite a stir in the lighting industry, as it positioned Ashley in direct competition with her husband, Jim Williams, who was then leading KSA Lighting & Controls, the local Acuity Brands representative agency. This unique situation had the Williams couple representing rival lighting brands in one of the largest lighting markets in the United States.
With the launch of JAW Lighting, Jim and Ashley now find themselves operating “his & hers” Cooper Lighting agencies — Ashley covering the Chicago market with The Lighting Digest, and Jim soon representing Cooper Lighting in Tennessee through JAW Lighting.
Jim's move to Tennessee has been evolving in recent years. He built a home in Central Tennessee and has spent the past two years deepening his construction-industry connections and presence in the region. This move has given him a head start in understanding local market dynamics and establishing relationships ahead of JAW Lighting's official launch.
Williams’ Vision for Tennessee
In a recent phone conversation with Inside Lighting, Williams detailed his plans for JAW Lighting. He emphasized that he intends to create an "agency of the future," focusing on doing things differently from traditional agencies. His aim is to maintain fewer lines on his line card, allowing each line to receive dedicated attention, and ensuring a streamlined, quality-driven approach.
"We're going to be aggressive. We're going to be disruptive, but we're going to do things the right way and have fun doing it," Williams said. He plans to hire at least 35 employees immediately and has already begun the search for office space. This ambitious expansion plan reflects his intention to build a significant and immediate presence in Central and Eastern Tennessee, capitalizing on the ample growth and construction opportunities in the market.
Competitive Dynamics with DesignLight
The entry of JAW Lighting brings Williams into direct competition with DesignLight, the 28-person Acuity Brands agent in Nashville, led by Jeff Teasley. Williams and Teasley have a longstanding relationship, having been counterparts as principals of Acuity Brands agencies in their respective markets—Williams in Chicago and Teasley in Los Angeles. Teasley, a Georgia Tech graduate, started his career with Acuity Brands in Georgia, worked for a lighting agency in Tennessee and for the last 17 years has led the Acuity Brands agency in Los Angeles. Still involved heavily in his Los Angeles agency, Teasley also became the principal of DesignLight in Nashville along the way.
Despite this impending competition, Williams expressed a cordial stance toward his peers. He emphasized that he does not view competitors with animosity and sees the market as having enough space for multiple successful players. Williams added that he has “a ton of respect” for Teasley and that he plans to reach out to him following the public announcement, highlighting his hope that their professional rivalry will not affect their personal friendship.
Challenges and Opportunities Ahead
Williams’ approach of building relationships and focusing on quality over quantity might provide early traction in this market, but it remains to be seen how successfully JAW Lighting can carve out a significant presence against the already well-established agencies. His previous experience in growing a successful agency will undoubtedly be instrumental in navigating these challenges.
The change in representation marks a significant shift for Cooper Lighting Solutions and the lighting markets in Tennessee. While JAW Lighting faces stiff competition from established players, Jim Williams’ proven track record, strategic planning and relationship-building skills present a unique opportunity for success. As Tennessee Lighting Sales navigates the challenge of finding new partners, the market will be closely watching how JAW Lighting’s entry impacts the dynamics of lighting representation in the region.
