The Genlyte Brand is Back

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A select collection of Signify North America luminaire brands are now grouped under Genlyte Solutions

 

When Philips acquired the Genlyte Group in 2008, certain brands like Lightolier, Day-Brite and Gardco eventually became Philips Lighting brands and the name "Genlyte" eventually faded away. 

In 2016 the lighting brands spun out from Philips ownership.  In 2018 the parent company changed its name from Philips Lighting to Signify.  As the Signify name is now well-entrenched in consumer, professional, component and specialty lighting markets, the company is bringing the Genlyte name back.

The company has announced that they “will now refer to a select collection of Signify North America luminaire brands as Genlyte Solutions.” 

The new Genlyte Solutions group of brands include Alkco, Chloride, Day-Brite CFI, Gardco, Hadco, Ledalite, Lightolier, Lumec and Stonco. More details are shared in the letter below from Keith Eagle, Vice President & General Manager of Signify's U.S. Professional Channel.

1. Signify & Genlyte Solutions brand differentiation:
  • All of the brands that fall under the Genlyte Solutions umbrella are typically represented by a sole lighting agent in each local U.S. and Canada market.
  • We imagine that this grouping will help the marketplace better decipher channel differentiation among other professional Signify brands like Advance and Bodine, as well as other target markets and channels like consumer, component and IoT.
2. Notable exclusions from “Genlyte Solutions” group
  • Color Kinetics
  • Strand
  • Vari-Lite
  • Advance
  • Bodine

We imagine that these non-Genlyte-Solutions brands are excluded because of their specialized target markets – as well as the go-to-market strategy that often has these brands represented differently in local markets than the Lightolier and Day-Brite brands. 

3. GenlyteSolutions.com Domain Name

When inside.lighting learned on January 15 that “Genlyte Solutions” was the new branding strategy for some Signify lighting brands, we were surprised to discover that the website domain name “GenlyteSolutions.com” was unclaimed. So we purchased it and have offered to transfer it to Signify free of charge. If they don’t want it, we will not sell it to anyone else and will let it expire in January 2022.

 

Announcement to Signify Lighting Agents »

 

 

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January 17, 2020

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