CE Pro October 2023 - 25

INTERVIEW
Lighting
Ben Bard
Vice President, Lutron
Has the increased competition in the lighting and
automated shades categories pushed Lutron's own R&D?
Lutron's first company principle is to 'take care of the
customer.' And as a customer-centric company, Lutron's
research and development roadmaps are based on our
customers' wants, needs, and their product feedback. Competition
and the smart home trend have helped increase
awareness of the benefits, which is good for the industry.
Where does Lutron see key trends in these areas?
More than ever, we're seeing integrators and specifiers
teaming up on projects to simplify and elevate the home
experience, including lighting designers, interior designers,
architects, or a combination of the three. Lutron's broad
offering of control finishes, shade fabrics, and intelligent
fixtures makes it easy for specifiers to enhance their designs
and satisfy their mutual clients. In fact, one of the most popular
categories in the Lutron Excellence Awards competition
this year is the 'Best Collaboration with a Lighting Designer,
Interior Designer, or Architect' category.
If an integrator is not already working with an interior designer,
now is the time to do so. Lutron's new suite of marketing
tools, including the new Lutron Experience App, will help
start these conversations and make it easier than ever to work
with specifiers and help them understand the possibilities.
How are Lutron and Ketra guiding dealers into lighting?
Lutron has a carefully curated group of Ketra dealers who
have gone through rigorous training, have dedicated Ketra
and Lutron experts on staff, and have built a world-class
showroom that immerses customers in the Ketra experience.
In addition, some of the most successful integrators have
hired lighting designers to assist with system design.
Earlier this year, Lutron announced a quick-ship Ketra
downlight option that can be used on any project. Lead
times on other Ketra products have also returned to normal.
Additionally, Lutron has made large investments in an ecosystem
of connected tools called Lutron Connect to enable
easy setup, troubleshooting, monitoring, and sharing.
How are your latest product being received by dealers?
Lutron continues to see significant growth in the luxury
residential category, particularly around new products like
cepro.com
Palladiom wire-free shades, which has been the most significant
new shade product Lutron has introduced. Ketra Light
Bar Slim has been a hit thanks to the growing popularity of
undercabinet, cove, and bookshelf lighting.
With lighting and shades discussions, where are
dealers leaving money on the table?
Although it's one of Lutron's fastest-growing categories, automated
shades are still one of the most underpenetrated categories
in the industry. I cannot stress enough the growth opportunity
available to integrators with automated shades. In fact, in
2022 in Ashland, Virginia, Lutron broke ground on what will be
the world's largest automated shade manufacturing facility in
the world. If integrators are not in the shades business currently,
it's time to double down and add shades to every project. With
new innovations like battery-powered Roman shades, and the
Palladiom wire-free shades, integrators can offer their customers
endless options that will complement any home.
" One of the most popular
categories in the Lutron
Excellence Awards
competition this year is the 'Best
Collaboration with a Lighting
Designer, Interior Designer, or
Architect' category. "
Following CEDIA Expo, what priorities or initiatives can
integrators expect from Lutron heading into 2024?
Lutron will continue to support integrators by helping them
build their businesses in the shading and lighting categories.
The intelligent lighting category is newer, and there is plenty
of growth for everyone. To get started, integrators should establish
a fundamental baseline to start their lighting business,
like establishing collaborative relationships with the design
community to create demand and enhance the quality of
experiences for homeowners.
Bottom line, Lutron is looking forward to working with our
existing dealers in 2024, growing our dealer base, and supporting
the industry with new innovations. There has never
been a better time to be a Lutron dealer.
October 2023 CE Pro | 25
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CE Pro October 2023

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