NEMRA Lights It Up – Launches Lighting Division

Yesterday NEMRA announced that it is formally launching a Lighting division, embracing AAiLA to launch the division in conjunction with a number of existing NEMRA representatives.

AAiLA was founded a little more than three years ago and was the vision of Jay Andrews and Billy Hodges, who shared insights with ElectricalTrends when the association was launched.

NEMRA Launches Lighting Division to Strengthen Advocacy and Resources for Independent Lighting Sales Agencies

According to the press release:

“The National Electrical Manufacturers Representatives Association (NEMRA) announces the formation of the NEMRA Lighting Division, a strategic initiative dedicated to empowering independent lighting sales agencies and strengthening partnerships with lighting manufacturers. This new division marks NEMRA’s commitment to supporting the unique needs of the lighting sector as it adapts to an evolving industry landscape and to shaping a stronger future for independent agencies and those exploring opportunities in lighting.

The formation of the NEMRA Lighting Division integrates the American Association of Independent Lighting Agencies (AAILA) into NEMRA, whose mission closely aligns with NEMRA’s.

Jim Johnson, President and CEO of NEMRA, commented, “This integration allows us to build upon AAILA’s goals within a larger framework, backed by NEMRA’s extensive infrastructure and resources. Together, we aim to enhance support for independent lighting agencies while advancing our shared objectives.”

Billy Hodges, Co-Founder of AAILA, added, “I am confident that NEMRA’s proven capabilities will allow us to elevate the voice of independent lighting representatives. Both organizations have a strong legacy of supporting this vital channel, and this partnership presents an exciting opportunity to further strengthen relationships with suppliers, manufacturer representatives, and customers alike.”

Johnson further emphasized, “As a distinct division within NEMRA, this integration offers a unique opportunity to pave a new path forward—enhancing resources and advocacy for independent representatives.

We encourage independent lighting agencies and manufacturer partners to join us in shaping the future of lighting sales.”

For those agencies and manufacturers seeking more information and looking to join the division click here for lighting agency membership information or here for manufacturer membership information or contact Jim Johnson.

NEMRA Reps Involved in Lighting

While many NEMRA representatives have represented at least one lighting line for many years and there are over a couple of dozen well-known agencies that are what we refer to as “full line” with established lighting agency and supply lines, the association took the first step to eventually offering specialized services dedicated to the lighting business.

Lighting, after all, is part of the broader electrical lexicon.

In 2019, when we conducted the Rep of the Future study for NEMRA, 61% of survey respondents shared that their company represented between 1-5 lighting lines and another 18% had more than 6 lines!

Earlier this year, NEMRA solicited input from its members and found that upwards of 70% of survey respondents had more than 5 lines! This says something about the proliferation of lighting suppliers within the industry.

Our research has shown that 40-50% of the industry’s lighting business is non-spec business. Some call this “white goods”, or “discretionary”, or “brand agnostic”. The other 50-60% can be spec-oriented lines (which are sometimes value-engineered or substituted.)

The dynamics of the lighting market has changed over time; however, it is 17-20% of the market, excluding lamps and controls.

More importantly, however, is that the business dynamics for lighting agents are comparable to the traditional NEMRA representative. They face business succession issues, staff needs sales and business training, technology and business management needs are evolving, the need for marketplace information, improved ways to work with manufacturers through better sales, marketing and business planning, agency / rep networking, and more.

NEMRA excels in bringing this information to its members.

In fact, I was at a recent manufacturer’s sales meeting that consisted of traditional NEMRA representatives and many lighting agents. One of the elements of my presentation was highlights from NEMRA’s recently released Manufacturer of the Future report, which is available to NEMRA members for free. A number of the lighting agents commented on the findings with some requesting a copy from NEMRA. For those who are not members (at least yet), contact me for an Executive Summary of the report.

Additionally, lighting agents, when they join NEMRA / the NEMRA Lighting Division, should also request a copy of the 2020 Rep of the Future Report. While the 2025 edition is being developed, there are many findings that can help an agency as it plans for 2025, and beyond.

And while there are more product-related synergies within the lighting category, NEMRA plans to bring a litany of member-inspired initiatives to support this community, hence why there is a separate division … so the initiatives can be defined. After all, when there are many who are focused on a major product category, dedicated resources can be assigned.

Key manufacturers such as Current, Signify’s Genlyte Solutions Group and Lutron are already supporting the initiative. NEMRA already has at least 47 manufacturer members who are lighting companies. Integrating AAiLA will add about 25 more lighting agencies and another 30 manufacturers, if all join.

Congratulations to NEMRA for bringing the industry together. NEMRA has taken the lead in connecting the industry associations through its relationship with NECA which now involves NAED and NEMA in broader, macro, initiatives. Launching its lighting division by embracing AAiLA helps the channel. Electrical is more than “supplies”, it’s everything that supports the power generation needs of contractors and industry.