A new business division for the electrical wholesaler from Europe’s largest DIY lighting brand
Entering the professional lighting market with a completely new range of quality products while remaining highly competitive
The European market leader in DIY lighting took a bold step forward and entered the professional
lighting market with a completely new range of products for the commercial market.
Due to increasing competition from the store brands of the DIY retailers, in 2012 Paulmann Licht decided to expand its business into the professional lighting market targeting private homes and homelike environments such as hotels, restaurants or cafés. A three-tiered distribution model, utilizing wholesale distributors and electricians was employed to ensure strict separation from the DIY channel in order to reach new levels of product quality as well as pricing.
I designed and engineered a comprehensive portfolio of luminaires for the commercial launch with a focus on bathroom luminaires (IP45 or higher). The challenge was to raise the perceived level of quality while remaining highly competitive in pricing and using the same Asian supply chain as the DIY business unit. Many of the designs made use of the small form factor of LEDs to explore a miniaturized and “flat” aesthetic for uplights and mirror lights. The range of downlights was spanning from extremely low priced “One Piece Downlights” to a sophisticated modular system with different options for trim, coloured inserts and exchangeable TIR lenses for adjustable beam angles.
Photography: Paulmann Licht GmbH
© Paulmann Licht GmbH