November 25, 2024
NEMRA Absorbs AAILA to Create Lighting Division
The electrical and lighting agents’ organizations unite to leverage synergies and expand industry impact
The National Electrical Manufacturers Representatives Association (NEMRA) has formally integrated the American Association of Independent Lighting Agencies (AAILA) into its organization, establishing the NEMRA Lighting Division. The integration, announced on November 25, 2024, is aimed at unifying resources for independent lighting sales agencies and manufacturers within the framework of NEMRA.
Jim Johnson, NEMRA President and CEO, stated that the integration would allow NEMRA to expand on AAILA’s initial efforts to support independent lighting sales agencies. “This move builds on AAILA’s mission by providing access to NEMRA’s existing infrastructure and organizational support,” he said.
Billy Hodges, co-founder of AAILA, highlighted the alignment between the two organizations’ objectives. He noted that the transition reflects a shared goal of advancing the position of independent lighting representatives in the market.
The new NEMRA Lighting Division will focus on the needs of lighting agencies and manufacturers, providing membership opportunities tailored to both groups. Further details on membership structures and specific programs are expected to be announced in the coming weeks.
The Growing Intersection of Electrical and Lighting Channels
The evolution of the agency business has increasingly blurred the lines between electrical and lighting product representation. Many agencies now represent both, reflecting the growing demand for cross-functional expertise and the consolidation of these markets. Over the last twenty years, several key agency mergers have reshaped the landscape. Some examples include:
- New England: Yusen and Illuminate combined to strengthen their presence in the region. This recently expanded into Upstate New York with the acquisition of Vertex.
- New York City: LiteTech and Brasil Brothers merged to enhance their collective market reach.
- Mid Atlantic: Maryland Lighting and Downie Turner & Burress came together to form One Source Associates, a dual-channel agency that serves both lighting and electrical sectors.
- South Central: Hossley Lighting merged with Power & Lighting Solutions to create a more robust offering in the region.
- South Central & Southeast: Bell & McCoy, with its expansion across multiple divisions, now includes both electrical and lighting products. Their recent merger with FRM Lighting & Controls has expanded their presence to 11 states and 22 markets, with annual sales exceeding $2 billion.
- Denver: Visual Interest and Trifecta merged to form VI Supply, covering Colorado, New Mexico, West Texas, Southern Wyoming, and Western Nebraska with expanded sales and seamless service.
For decades, many lighting and controls manufacturers, such as Lutron, Maxlite, RAB Lighting, NICOR Lighting, Topaz, and Atlas Lighting, have been represented by electrical NEMRA reps in certain markets, while also being aligned with traditional lighting reps in others.
The lines between agency roles and manufacturer representation have thus become increasingly fluid, opening up opportunities for the newly formed NEMRA Lighting Division. By bringing together electrical and lighting agents under one umbrella, NEMRA is well-positioned to serve the evolving needs of the industry, offering enhanced services to both agents and manufacturers seeking to navigate the complex landscape of bringing electrical and lighting products to their local markets.
AAILA: A Short but Significant History
Founded in 2021 by Billy Hodges and Jay Andrews, AAILA was created to represent and support independent lighting sales agencies. Hodges, formerly the principal of Digital Filaments in Philadelphia, currently serves as Vice President of Marketing and Specification Sales for Illuminations Inc. Andrews is a principal at Next Generation Lighting in Atlanta.
Do you hear that buzz? The recent launch of AAILA is being met with industry enthusiasm. FULL INTERVIEW: https://t.co/ybOryYHcoK#lighting #lightingsolutions #commerciallighting #lightingdesign #lightingdesigners #lightingagents #lightingagent pic.twitter.com/RMAxZpa0xu
— Inside Lighting (@InsLighting) January 20, 2022
Above: Jay Andrews of AAILA in 2022
During its three-year operation, AAILA emphasized collaboration between lighting agents and manufacturers, promoting the independent representative model. Its focus on advocacy and resource development provided a foundation for its merger into NEMRA.
Membership for Representatives and Manufacturers
The NEMRA Lighting Division membership is open to both independent lighting agencies and manufacturers of lighting and controls products, with clearly defined criteria for eligibility.
For representatives, full membership is available to firms with at least two years of experience in the lighting industry, representing at least two manufacturers, and maintaining ethical and operational independence. Associate membership is designed for firms with less experience but at least five years in the lighting industry overall. Representative memberships are priced at $950 per company, with an additional $80 per employee.
Manufacturers that utilize independent lighting agents are also eligible for membership. Full membership requires engagement with at least five representative firms for two years, while associate membership is available for companies with three such relationships. Membership dues for manufacturers range from $2,500 to $10,000 annually, depending on the company’s sales volume.
Both membership types aim to provide access to resources, networking opportunities, and collective advocacy efforts.
Future Outlook
The formation of the NEMRA Lighting Division represents a step toward consolidating support for independent lighting representatives and their partnerships with manufacturers. This integration draws on NEMRA’s long history, established in 1969, and AAILA’s targeted mission, combining expertise and resources to support stakeholders in the lighting sector.
Further details about the division’s initiatives and programs are expected to be announced by NEMRA in the near future.
