The brand and product strategy for the HomeLights brand can be summed up in two ideas: innovation and long-term view. We believe a brand is not established on promotional actions or the marketing of an uninteresting product.
Branding strategy
HomeLights Group has a very clear branding strategy:
Private label
Should a customer require LED products under their own/OEM brand, a special project team will be assembled and the feasibility and cost of the project will be assessed. Such project would usually revolve around large volume orders or specific high-end industrial assignments.
Product strategy
Products for the retrofit/replacement market
One of the most important markets in lighting is that for “replacement”; the lighting sources remain above all a large consumption market (10 billion lighting sources are sold in the world each year) and are considered to be consumables. In this regard, the HomeLights brand products are absolutely standardized and universal in term of size, dimension, shapes and bases, making them completely Plug and Play for the consumer.
Product lines that allow a gradual increase in the price
One of the main weaknesses for the great majority of HomeLights competitors is the randomness of the lines offered. The light shelves in retail and professional spaces are extremely organized and respond to very specific installation criteria. Thus, HomeLights proposes ramp up in its product lines and will continue to fully adapt to the constraints set by distributors and consumers.
Products evolving to the rhythms of available technology
Contrary to other lighting technologies, LED accomplishes technological leaps with a rhythm sustained several times a year. It is therefore necessary to constantly offer the latest innovations to consumers. Thus, HomeLights has adopted one of the fastest launching rates for innovation currently on the market in the realm of one or several innovative products each quarter.
Innovative products
The different partnerships concluded with companies that are leaders in their domains such as Gaggione (optics), Seoul (LED manufacturer) and Legrand (manufacturer of an electrical installation system) allow HomeLights to regularly offer innovative, unique and patented products.
The products cover mid- and high-end segments
Establishing a brand image is essential to exist and last on a market like this one; HomeLights concentrates therefore on a large part of these resources in the development of mid- and high-end products with strong added value. This strategy allows us to not have to compromise the quality of products.
General roadmap
The product roadmap that has made HomeLights product development the envy of the LED lighting industry is a living document.
As a broad strategy, HomeLights has focused heavily in 2010 on the spotlight market, and has a dominant position in the home/consumer spotlight market. 2011 will be a year for more traditional shaped bulbs and candles. Further details are available in the official HomeLights Quarterly Roadmap.Learn More
