August 13, 2025
Now Official: Lutron Taps ELA + Synergy in NYC
Rare NY Metro territory shift cements Synergy’s influence across key Northeast markets
When Inside Lighting floated its mock DraftKings odds just weeks ago, there was a clear frontrunner. The headline practically wrote itself. And now it’s official: starting September 1, ELA + Synergy will become Lutron’s new representative in New York City, Long Island, and Northern New Jersey, covering a swath of the market that generates staggering volumes of lighting controls business — and even more scrutiny.
But here’s the interesting part: in the 64-year history of Lutron Electronics, only three agents have ever represented the worldwide leader in New York City. The first was Warshaw Electric. Then came Thea & Schoen (now Thea Enterprises), who has held the role since 1994. And soon, ELA + Synergy takes the stage.
“We’re confident this appointment will deliver tremendous value and growth,” said Brendon Van Campen, Vice President of Sales for North America Commercial, in a memo to customers. “Their wealth of talent and Lutron experience, coupled with the strength of their existing New York and Long Island organization, sets the stage for continued success.”
The ELA + Synergy roster is rich with Lutron legacy. Their roster includes Hagen Denton, a former longtime Lutron employee, and Randall Angel, son of Rick Angel, who spent more than three decades in Lutron executive roles.
To most industry insiders, this wasn’t a plot twist — it was expected. ELA + Synergy had already checked the boxes: deep distribution roots, a proven record with Lutron in Eastern Pennsylvania and South Jersey, and a footprint in Manhattan that’s only grown since their merger last year. And crucially, they’ve been battle-tested by Lutron’s extremely attentive field management teams.
From Philly to Poughkeepsie
Synergy has long represented Lutron in the Philadelphia region, dating back over fifteen years. But the agency’s influence in the New York market ramped up after a string of strategic moves — including its acquisition of Pyramid Lighting in 2021 and the high-profile merger with Electric Lighting Agencies (ELA) in 2024. That merger brought together a seasoned NYC team (ELA was founded in 1955) with a rising multi-region player in Synergy.
In his message to the channel, Van Campen emphasized both continuity and a factory direct presence. “Lutron will continue to maintain local commercial sales leadership, business development teams, and a direct specification team in the marketplace to support ELA + Synergy and our customers.”
This isn’t the first time Synergy has stepped into Thea’s wake. In 2024, Synergy was awarded Signify’s Genlyte Solutions line — another legacy brand that had previously been repped by Thea Enterprises. That transition involved a brief detour: Genlyte made a stop at SLS before landing at Synergy.
Three Markets, One Agency
There’s a growing sentiment in some lighting and electrical circles that New York, Northern New Jersey, and Philadelphia is treated as one big rep market by some. Manufacturers like Signify, Acuity, and Current have already collapsed the boundaries. And with ELA + Synergy now representing the worldwide leader across all three territories, the consolidation looks more like a playbook than a trend.
Still, the stakes in New York remain uniquely high.
This isn’t just about pushing Diva dimmers and Claro wallplates to electrical distributors in Hohokus (Exit 168). It’s about managing everything from high-end residential systems to intricate shading solutions for office towers with architectural ambition and tight commissioning deadlines. The New York Lutron rep doesn’t just sell systems — they field triage calls from specifiers, coordinate with factory techs, and make split-second decisions that impact million-dollar timelines.
In short, it’s a lot. And ELA + Synergy just signed up for all of it.
