Having recently celebrated success at Decorex and Warsaw Home & Contract, the team from Elstead Lighting continues to forge their way forward in a tough market. We spoke with Walter de Corte, Managing Director for Europe and Mark Smith, Director of Sales in the UK & Ireland, to learn more about the brand's recent exhibitions and expanding in the current market.
Walter de Corte, Managing Director for Europe.
International expansion
It's the tenacity and determination in the face of challenges which has helped the company weather many storms since its inception. Elstead Forge has roots back in 1686, when it was founded as a forge in the tiny village of Elstead in England. Initially, Elstead's craftspeople focused on creating gates and fences, which they later enhanced with lighting. In 1969, the Lucas family bought the village Forge to continue this tradition but soon outgrew the forge and moved the business to Alton in Hampshire, marking the company's transition from blacksmithing to more indoor and outdoor lighting.
Fast forward to 1979, when the current owner Jonathan Lucas, who started in sales, grew within the company and eventually took the helm in 1989, leading Elstead into a new era specialising in lighting. For decades, Elstead Lighting primarily focused on providing products in the UK, but over the past 11 years, Elstead has expanded its presence across Europe, particularly since establishing a sales office and fully developed logistics centre in Poland. From this hub, Elstead now distributes throughout Europe, an expansion spurred on by the logistical needs that arose post-Brexit.
The Elstead stand at Warsaw Home & Contract 2024.
Challenges and opportunities
'I joined the company in 2020, during the height of the pandemic,' Walter says. 'These were exciting months, aimed at expanding in the Western European market. But it was difficult; we couldn't assemble a team, couldn't meet with each other, we could essentially do nothing. Therefore, at that time, we mainly focused on online providers.'
However, this pivot to digital markets became a powerful growth driver, allowing Elstead to break through in new European regions such as the DACH countries (Germany, Austria, Switzerland) and France, where they established a distributor three years ago. 'Looking back on those 4 years, that's where the strong growth can be seen. Against all market trends, we have progressed tremendously,' Walter shares.
Serving physical and digital markets
Today, Elstead Lighting's operations extend beyond the UK, with branches in Poland, Ireland, Dubai, France, Germany, and the United States, strengthening its global footprint. Each location is integral to the group's strategy of serving both physical and digital markets, a hybrid approach supported by Elstead's carefully curated collections. In particular, the brand has introduced the Eurofase Lighting and ACCORD Lighting lines, falling under the more contemporary Quintiesse collection, catering to modern design sensibilities. 'Due to the pandemic, we have a very strong online presence. We have a broad range, which makes it attractive online and we have little overlap with what is present in the rest of the market. This makes us an ideal partner for online retailers up to now. Meanwhile, we are transitioning from the English style to a more modern style,' Walter explains.
The Elstead stand at Warsaw Home & Contract 2024.
While Elstead's traditional collection—focusing on bathroom, outdoor lighting, and chandeliers—continues to cater to retail and project markets, the company's recent addition of the Quintiesse line, four years ago, marks its entry into the premium market. This line aligns with interior architecture trends and is crafted for clients seeking distinctive, more upscale designs. 'We are now seeing the first results of our efforts in organised retail, particularly with the group behind XXXLutz, Giga International. Two years ago, we began our partnership with them online, and for the past year, we have expanded to offline retail as well. Starting this month, initial shipments of a special Tiffany collection are being sent to selected branches. We are also launching a pilot in Germany with six XXXLutz locations to test the collection's appeal.'
Participation at fairs
Elstead's recent participation in design fairs has only bolstered its reputation. At Warsaw Home & Contract and Decorex London, they presented their Eurofase and Accord Lighting lines. 'The Decorex fair was very busy, and there were lots of new people visiting the stand, mainly designers and hospitality contacts. The Brazilian brand Accord Lighting was well-received; it is made from teak wood and has a modern, mid-century look to it. The Eurofase collection from Toronto, got a very positive response too. It has many creative designed products that symbolise the fusion of lifestyle, luxury and timelessness,' says Mark.
The Elstead team at Decorex, London 2024.
Reflecting on the current market
'We see positive results,' says Walter when reflecting on the current market conditions. 'In the Western European countries, we have double-digit growth everywhere, against market trends. The English market however is more challenging.' Mark confirms: 'It's a challenging time right now with hard months and soft months. We try to keep our brand visible and keep the basics right by ensuring high availability.'
'The reason for Elstead's success in Europe,' Walter says, 'is because there are really no comparable products. We have exclusivity on distributing these North American brands. It's different from competitors who make product selections in Asia. Within a few months, there are multiple suppliers offering the same product. Then it's a matter of who is the first to bring it to the market and how fast the product's life cycle is. So you immediately get a chain reaction of price pressure and have to place it on the market at the right price. In comparison, our products stand out for their exclusivity and design longevity, remaining relevant in the market. We have exclusive, more niche designs, so there is less pressure on them. I think we have a collection that really stands out; I don't see it anywhere else in the market.'
The Elstead team at Warsaw Home & Contract 2024.
More information:
Elstead Lighting
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www.elsteadlighting.com