Visual Interests Merges with Trifecta, Creates VI Supply

The lighting industry continues to evolve. Once the domain of the lighting agent, independent electrical manufacturers began to represent distributor-driven lighting lines a number of years ago. This was a benefit to electrical distributors who could then benefit from being proactive in the lighting space (and help them improve their lighting margins!)

The entrance of reps (vs lighting agents) selling lighting coincided when lighting retrofits became a greater percentage of the market.

And, as a point of reference, for a contractor-oriented electrical distributor, lighting can represent 20-30% of their business.

A number of leading electrical representatives now offer a “traditional” electrical offering but also have robust lighting offerings that include supply-oriented lines and architectural / spec-oriented businesses and represent “name” manufacturers. Representatives / agents such as Synergy Electrical Sales, Yusen and Illuminate, Hossley Lighting & Power, Convergence Partners, Bell & McCoy and their are others. (feel free to add your name in the comments section to be recognized.)

Now you can add Visual Interest to the list with their merger with Trifecta Sales to create VI Supply.

This new, full-service, agency covers Colorado, southern Wyoming, west Texas, western Nebraska, and New Mexico.

Trifecta Merges with Visual Interest

According to a press release,

“Trifecta is merging with Visual Interest to form a division called VI Supply.

For the past 25 years, Chad Hall has been a sales executive within the electrical industry. He founded Trifecta in2017 with a focused line card of commodity products and total dedication to customer service and accountability. As the industry has evolved and consolidated, Chad has decided to merge Trifecta with Visual Interest to become VI Supply.

Visual Interest is a lighting rep agency founded in 2009, historically focusing on lighting project business. VI has experienced sales staff calling on distributors, contractors, engineers, and architects throughout the territory. In merging with Visual Interest, we have added (14) salespeople to grow Trifecta’s supply representation.

With Melissa, Tim and Chad joining the larger VI team, VI Supply will hit the ground running with no gaps in service for our customer base.

We are thrilled to welcome the addition of the following individuals to the team who bring valuable insight and support Chad Hall (VP), Tim Wright (inside sales) and Melissa Dirmish (inside sales).”

Together the agency provides distributors, contractors and engineers / specifiers a “one-stop shop” to support many aspects of a project and provides manufacturers with more “feet on the street.” A further advantage, for manufacturers, is that Visual Interest’s sales organization is used to calling on engineers / specifiers to “create demand”, helping drive brand awareness throughout the territory.

As the lighting industry continues to change, as generational change occurs within agencies and reps, and as there is increased “demand” from manufacturers for reps to focus on demand generation, we’re seeing more agencies and reps coming together to better serve electrical sellers and buyers. This trend will continue and provides unique opportunities for all within the channel.