Founded in 2016 as a spin-off from global lighting manufacturer Osram, Ledvance has come a long way in very little time. But in the space of seven years of operation, the brand has seen its position change within the lighting industry, which has led to a shift in brand positioning, explains Margaret Maree, Ledvance’s Design & Marketing Manager. “We are giving our customers the opportunity to change their lives through lighting. We have exciting products that will be introduced into the market in 2024 that are going to help South Africans better their lives.”
Ledvance’s evolution has been shaped by industry changes, explains Maree. “We want to stay true to our roots as industry innovators and to push forward in the search of imaginative solutions as we develop into a broader company that goes just beyond lighting.” In this process, the company has also adopted a new mantra: Power Through Light. “This is our driving force and Ledvance wants to empower its customers to harness the power of light that is in their hands. Lightbulbs are no longer just an illumination tool; they are so much more. Our intelligent energy solutions, solar technology and advanced lighting systems mean that customers benefit with real savings in energy costs. That is such an important factor in the world we live in, as well as South Africa given the rising cost of living, combined with the uncertainty of the national power grid and loadshedding.”
Ledvance is also making sure that the consumer’s carbon footprint and a greener way of living is at the core of its brand repositioning. “We are moving more towards a world of renewables, recyclables and more efficient lighting solutions,” explains Maree. “Our newer products coming through the development division will be more advanced in terms of recyclability, using more environmentally friendly and efficient materials in the manufacturing process.”
There are more changes in the pipeline, but the marketing executive says “those are yet to be finalised, so we cannot say too much just yet. What is important right now is that Ledvance continues with its promise to the consumer that we will provide the best lighting solution for their needs as well as their budget. We are focused on the world that we live in, and we want our products to be on the frontline when it comes to innovation and performance.”
Enquiries: www.ledvance.com
