Company News • 17.04.2008
New Focus Leveraged as Impetus: TRILUX Grows With Two-digit Sales Increase
- External sales increased to EUR 407 million
- Design awards confirm strength in innovation
- More than 5,000 employees world-wide
- 10,000 luminaires leave our main factory every day
TRILUX GmbH & Co. KG, Arnsberg-Neheim, has leveraged its new focus as impetus for further development and expansion. During the 2007 business year, the Arnsberg-based manufacturer of intelligent lighting solutions and innovative light systems posted an external sales of EUR 407 million for this first time. It also managed to further boost its importance on the market with acquisitions. With the relaunch of the TRILUX brand, the luminaire manufacturer has set its forward-looking course for the international market in an expressive manner. “We are delighted about the 10.4% increase over the figure for the previous year,” says General Manager Michael Huber, summing up the 2007 business year.
Thanks to its successful market commitment, TRILUX managed to cement its market leadership in Germany with a 23% share of the market. The pleasing sales increase also has a positive effect on the productivity of the head office in Arnsberg. An average 10,000 luminaires left the factory every day in 2007. Besides the traditional business, Huber attributes TRILUX’s success in part to the innovatively expanded product portfolio which accompanies the company’s new focus. “Three new developments by TRILUX received the internationally well-known design-oriented RedDot Award in 2007 alone; in addition to that, we were nominated four times for the design award which is presented by the Federal Republic of Germany.” According to Huber, these awards are proof of the great strength and spirit of innovation of TRILUX and its employees.
Acquisitions Complete Product Range
Our range of products received another boost thanks to acquisitions over the past year. Besides acquiring a 75% share of Oktalite, which manufactures shop lighting installations in Cologne, Germany, TRILUX took over the exterior luminaire specialist DZ Licht in Unna in the fall of 2007. “Both of these companies are the optimal solution for completing our product portfolio in line with the market,” emphasises Michael Huber. “By doing so, we have broadened our vertical range in an optimal manner and thus offer customers an extended portfolio of holistic lighting solutions.” Huber regards both the participation in Oktalite and the acquisition of DZ Licht as an investment for the future-oriented strategic placement: “With investments we strengthen our market position and the position of our brands,” explains the General Manager. And the number of employees continues to grow due to the company’s positive development. For instance, 140 new employees were hired at the Arnsberg location. Altogether there are 5000 men and women working for the TRILUX Group world-wide, of which about 1500 are employed in Germany.
DTM Involvement as Communicative Highlight
Besides investing in its product portfolio, TRILUX has also attached great importance to investing in new communication measures in 2007. By participating in the Deutsche Tourenwagen-Masters (DTM: German touring car racing series), TRILUX succeeded in increasing the public’s perception of its brand on the market. This year, Ralf Schumacher was selected to replace Mathias Lauda, son of the racing legend Niki Lauda, in the cockpit of Team TRILUX AMG Mercedes. “This racing series is a good platform for boosting the communicative visibility of the TRILUX brand by delivering a strong image – when it comes to technology and emotions we feel good", says Huber, while explaining Trilux's involvement. Technical perfection, coupled with a high emotional factor, is the component that links the racing series and design-oriented luminaire production. Nonetheless, the luminaire manufacturer succeeded in stirring emotions not only with the racing series. The redesigned visitor areas of the company’s head office proved to be veritable crowd-pullers: “In 2007, we anticipated 100 groups of visitors, the actual figure was more than twice that.” A total 9000 visitors experienced how TRILUX interprets its claim of “New Light” and makes its marketable.
Strategy Focuses on Expanding Market Position
TRILUX also has many projects on its drawing boards for 2008: A new logistics centre in close proximity to the factory should strengthen the market position and at the same time provide a clear commitment to the Arnsberg location. According to Huber, “With the logistics facility, which is larger than 15,000m2, we are capable of completing all deliveries in Germany within 24 hours.” In addition to that, all European markets will be supplied two times a week. The company is expected to grow some more this year as well: “We want to continue expanding our market position through organic and inorganic development in the future,” Huber explains.
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