February 25, 2026
LMPG Consolidates Tri-State Representation With Diversified
Move realigns key spec brands, escalating Northeast corridor competition with Illuminations
LMPG has appointed Diversified as its representative across the New York City metro market, Northern New Jersey and Eastern Pennsylvania, South Jersey and Delaware. The shift moves LMPG’s brands from Illuminations Inc. in all three territories. One exception remains: Sternberg stays with Moxie Lighting in New York City, while maintaining its already established partnership with Diversified in New Jersey and Philadelphia.
The move reshapes one of the Northeast’s most competitive agency rivalries spanning from the Hudson River to beyond the Schuylkill.
A Rare, Coordinated Shift
LMPG is not structured like the agents’ primary anchor partners, Acuity Brands Lighting at Illuminations and Current at Diversified, conglomerates that often align broad brand portfolios under a single agency. Instead, LMPG operates a house-of-brands model, with specification-driven manufacturers including Lumenpulse, ALW, Fluxwerx, Pa-Co Lighting, Vode and Sternberg Lighting that typically select representation independently by territory.
That independence is what makes this noteworthy. Coordinated, multi-territory shifts involving nearly an entire brand portfolio are uncommon for LMPG. In Atlanta and Dallas, similar alignment has occurred organically over time. In other large markets such as Los Angeles and San Francisco, LMPG brands remain distributed across multiple agencies. The tri-state consolidation stands out precisely because it is not routine.
For decades, Diversified and Illuminations have battled for Philadelphia market leadership like rivals under the Palestra rafters. In recent years, both extended north into Northern New Jersey and New York City, expanding through organic hiring and acquisition. What was once a Pennsylvania rivalry has become a corridor contest in some of the country’s densest, most design-intensive markets.
Diversified’s New York presence, built over roughly four years, now includes over 65 lighting brands and 25 New York based employees dedicated solely to that territory. The 2024 acquisition of O’Blaney Rinker accelerated that growth, adding personnel and established relationships. Alignment with Current provides additional scale. The agency’s footprint in New York is no longer a satellite to New Jersey. It is a stand-alone operation competing for specification share in its own right.
Strategy Over Scale
The Sternberg exception adds a layer of nuance. Sternberg will remain with Moxie Lighting in New York City. The decision signals that performance remains territory specific. Portfolio alignment did not override localized results.
LMPG’s leadership frames the broader move as targeted rather than sweeping. “In key strategic markets, when it makes sense, we leverage our collective strength,” said CEO Peter Timotheatos. “The goal is always to find the best fit for the brand and the specification community.”
For LMPG, this is less about brand migration and more about strategic individual market alignment. The Northeast corridor from Manhattan to Philadelphia concentrates architectural firms, institutional owners and infrastructure work at a density few regions match.
Illuminations: Next Order Effects
Illuminations, for its part, remains formidable. In Eastern Pennsylvania alone, the agency maintains more than 265 lines, one of the longest line cards in the country.
As Illuminations President Chris McQuillan explained “Together with Acuity Brands and our other manufacturing partners — spanning the best in decorative, specification, and contractor-grade solutions — our portfolio continues to provide comprehensive lighting, controls, and shading solutions across the NYC Metro, New Jersey, Philadelphia, Delaware, and Eastern Pennsylvania markets.”
Illuminations has experienced recent personnel changes in New York, including the departure of principal Erik Frykholm and three specification professionals including Janelle George who last month crossed 8th Avenue to join Diversified.
In a lighting market as fluid as New York, staff movement is not unusual, and agencies routinely recalibrate teams as strategies evolve.
McQuillan added, “Our NYC Metro leadership team — Tom Fritz, Ted des Enfants, and George Miller — has been deeply entrenched in New York City and the surrounding region for more than twenty years. Their experience, relationships, and market knowledge position us to build upon the strong foundation…”
Across the country, LMPG’s house-of-brands model remains intact. In the tri-state, however, alignment places new pressure on a rivalry that has long defined the Philadelphia market between Illuminations and Diversified.
The question now is less about who holds which lines and more about which agency converts concentration into specifications and, ultimately, orders.
