February 24, 2025
ELA + Synergy Gains Momentum as USAI Switches NYC Agents
Major architectural brand shifts $20M+ away from SDA and Diversified in New York metro
A shift in New York’s architectural lighting market is underway. USAI Lighting, a leading architectural lighting manufacturer based in downstate New York, has terminated its decades-long partnership with SDA Lighting & Controls, marking the close of a relationship that has impacted much of the city’s architectural downlighting specifications for years.
According to multiple New York City lighting professionals close to the matter, unverified estimates suggest that the USAI and SDA duo have been generating over $20 million in annual sales within the New York City metro area, with past figures reportedly exceeding $30 million. USAI has now appointed ELA + Synergy as its new representative in the New York and Northern New Jersey markets, effective March 14, just days before LEDucation 2025 commences in Midtown Manhattan.
During a recent phone call, USAI President Sean Gaydos stated to Inside Lighting, “We’re excited to partner with ELA + Synergy to further strengthen our presence in the New York and Northern New Jersey markets. We also wish the entire SDA team continued success moving forward.”
USAI’s New Partnership
This move to ELA + Synergy simplifies USAI’s presence in two key markets and brings a united strategic focus. In North Jersey’s contractor-driven market, where Diversified previously represented USAI, industry insiders estimate annual sales are below $2 million — a sharp contrast to New York City’s specification-driven market.
Diversified will continue to represent USAI in the Philadelphia market, where it maintains a strong foothold.
Brian Labbe, principal of ELA + Synergy in New York, emphasized the importance of this partnership: “We couldn’t be more excited to partner with USAI in our New York and North Jersey markets. It’s always been about delivering the best service possible for our customers and this relationship helps us do exactly that.”
Notably, it’s rare to see two downlighting makers — USAI and CSL Lighting — share the same lighting agent line card as they are now doing with ELA + Synergy.
Expanding Market Presence
ELA + Synergy is emerging as a growing force in the competitive New York City lighting market. Formed last year through the merger of Electric Lighting Agencies (ELA) and Synergy Electrical Sales, the partnership has rapidly expanded its influence. This follows Synergy’s 2021 acquisition of Pyramid Lighting Group, further solidifying the company’s presence and signaling its commitment to becoming a major lighting player in the region.
Our last verified count of USAI's domestic workforce stood at 227 employees in 2020. Recent reports suggest that number has since grown to nearly 300, which might be an indication that USAI is the largest independent architectural downlight brand in North America.
SDA’s Resilience
For SDA Lighting & Controls, long considered one of the most influential specification sales agencies in New York City, this transition is part of the expected churn that comes with the lighting agent business. While unverified industry estimates suggest that USAI and Coronet — an architectural lighting brand based in Totowa, New Jersey (Exit 155A) — previously combined to account for over 50% of SDA’s sales volume in recent years, the agency has a proven track record of adapting to market changes.
SDA’s decision in 2023 to end its relationship with Coronet and join forces with LumenWerx, a Canadian architectural lighting brand with a growing U.S. presence, was a strategic choice seemingly aimed at optimizing profitability. While Coronet had been a significant contributor to SDA’s sales volume, its direct sales efforts may have diluted SDA’s commissions on many projects, possibly providing an opportunity to earn a healthy signing bonus and higher commission percentages with LumenWerx.
The agency’s adaptability is further highlighted by its ability to navigate the loss of two control lines in 2023 — Douglas Lighting Controls, which declared bankruptcy while owing SDA $146,511 (CAD), and Leviton Lighting Controls, which joined Diversified’s expanding New York City operations.
Reading Between the Lines
Amid these changes, a social media post from one of SDA’s specification sales leaders, JP Bedell, caught the attention of some in the industry. Bedell’s @deliveredlumens lighting-focused feed is one of our favorite Instagram follows, known for its insightful, authentic and engaging lighting-related content.
Without directly mentioning USAI or SDA, Bedell shared a cryptic reflection on Thursday, hinting at the freedom that follows leaving a restrictive relationship — a message that some might interpret as a disguised nod to recent events. The post, captioned with “IYKYK” (If You Know, You Know), received positive engagement from numerous lighting people, including lighting designers and an Instagram account that appears to belong to SDA principal Melissa Deutsch Stein.
Some in the industry have interpreted the recent Instagram reel from Bedell as veiled criticism of USAI's relationship with SDA.
USAI and Coronet Reunion
USAI’s move to ELA + Synergy also brings with it a notable reunion: Coronet, another prominent lighting brand, is already part of the agency’s roster after parting ways with SDA in late 2023. This realignment could bolster ELA + Synergy’s position in both the New York and North Jersey markets by reuniting two brands that had previously driven significant business through SDA.
This strategic consolidation positions ELA + Synergy to offer a comprehensive portfolio of architectural lighting solutions, strengthening its appeal to specifiers and contractors across the region.
What’s Next for SDA?
USAI’s departure will assuredly impact SDA's short-term revenue with local estimates suggesting a temporary loss of $150,000 to $200,000 per month in commissions, but this isn’t uncharted territory for SDA. The decades-old agency has weathered numerous past transitions and high profile line terminations, including the departures of key brands like Kurt Versen, ETC, and Wattstopper in earlier years, yet has consistently emerged strong and focused.
With LumenWerx’s growing presence in the architectural downlight sector and SDA’s possible pursuit of new architectural downlight partnerships, the agency is seemingly positioned to maintain its market strength. Industry sentiment remains confident that SDA’s adaptability and deep-rooted relationships will continue to drive its success.
In the months ahead, the New York lighting market will continue to evolve, with specifiers, contractors, distributors and agencies alike adapting to new alliances and fresh opportunities. As the dust settles, it’s clear that both ELA + Synergy and SDA are each poised for continued influence in one of the industry’s most competitive markets.
