Integrators ‘Waking Up' to LED Lighting Benefits, Profits

In the January issue, CE Pro declared LED lighting as one of its "Top 5 Trends to Watch in 2012." That conclusion is certainly logical as integrators are already in the home selling and installing low-voltage equipment, including lighting control and other energy-saving devices.

You would think LED lighting manufacturers would be frothing at the mouth to establish re-selling relationships with integrators, but the big players in LED lighting are not actively reaching out to dealers. That hasn't slowed down some integrators.

Jay Gowda of Audio Communications in Monroeville, Pa., is very bullish on LEDs. He has been installing LEDs from a manufacturer called Cyron Lighting for about five years, mostly in aesthetic applications. Some of the applications he has done over the years include step lights in theaters, accent lighting in cabinets, trays around the base of the theater ceiling, and behind bathroom mirrors and under cabinets to "help them look more like furniture." He is even working on a job where he will be illuminating an old stone foundation in a 100-year-old home's basement.

Likewise, CE Pro 100 integrator Diamond Case Designs in Anaheim, Calif., has been installing lighting in its custom furniture for about 15 years to illuminate the electronics and highlight the cabinetry. The company made the switch from CFLs to LEDs about three years ago.

"The most common application for the LED lights is a bias light behind a flat panel TV," says Steve Hartfelder. "Not only do the lights improve nighttime viewing, they look incredibly cool as they are color changing. We can integrate full control of the lights into our universal remote controls. We are also able to use the LED lights in our entertainment centers, display cabinets, and bookcases."

Currently, he estimates about 20 percent of Diamond Case's jobs include LEDs of some sort, with the average LED sale between $300 and $600. Over the past year, Hartfelder estimates he's experienced 10 percent to 15 percent growth in selling LEDS.

"The success of the lights rests on great presentation. Once I sit someone down in a dark room and toggle the lights on and off and they see how much more comfortable TV viewing is with a bias light, the success rate jumps. Plus they're just cool," he adds.

For its part, Cyron Lighting in Chatsworth, Calif., is definitely paying attention to the custom installation channel. The manufacturer had a booth at the CEDIA Expo last September in Indianapolis to showcase its profit-laden home theater accent lighting ribbons.

"Custom installers are finally waking up to a profitable vertical market that is untouched," says Shell Reinish, vice president of sales. Reinish should know, he used to have his own A/V integration firm. "It's so logical … dealers are already installing all the low-voltage electronics in the home and our products are all 12VDC or 24VDC. All you need is a power supply and a controller and you are done."

So why are dealers so shy about the category? "There is a fear of the unknown," says Reinish. "They want everything to be plug-and-play. LED lighting is exactly that. But once they cut their teeth on a few jobs, integrators are thrilled and get very creative."