CE Pro November 2021 - 16

Networking+Home Control
SECURITY | LIGHTING/SHADING | ENERGY MANAGEMENT | AMENITIES
DMF Spotlights
CI-Friendly Fixtures
In CEDIA Expo debut, lighting provider
discusses decades' worth of lighting
experience, shows adjustable housings/
trims, dealer resources, DMF Promise.
By Arlen Schweiger
THIS MAY HAVE BEEN DMF
Lighting's first time exhibiting
at CEDIA Expo, but it was a
seemingly inevitable match
given the industry's push
into lighting fixtures and the
Carson, Calif.-based company's
30+ years' heritage
serving the lighting market.
" We're super excited
about how the industry is
embracing lighting as a category, "
senior vice president
Andy Wakefield says of the
CEDIA channel's response
to DMF Lighting's modular
downlight fixture offerings.
DMF exhibited as part of
CEDIA Expo 2021, held Sept.
1-3 at the Indiana Convention
Center in Indianapolis.
" This channel and these
customers have really embraced
it, " he adds. " It's the
fastest-growing segment of
our business, so we're excited
to be here [at the show]. "
Wakefield says the company
certainly had higher
expectations for the overall
attendance, but the impact
of COVID did not put a
damper on DMF Lighting's
spirits at the Indiana Con16
| CE Pro November 2021
vention Center.
If anything, the company's
origins have provided it
an instant kinship with the
industry's small-business
influence.
" It's a little reduced than
we were expecting originally,
but we're a family-owned
business and we
made a commitment to be
here - to the show and
to the industry - and so
we're still happy to be here, "
Wakefield says.
At the company's CEDIA
Expo booth, DMF Lighting
focused on spotlighting to
integrator attendees the
expansion of its award-winning
DID Series downlights,
which Wakefield notes is
exclusive to the pro smart
home channel.
As an attractive, installation-friendly
feature for
custom integrators, many of
whom are still new to the
lighting fixtures category,
DMF simplifies the process
via its unique housings,
Wakefield explains. It can
benefit efficiencies and trade
partnerships for dealers,
Andy Wakefield says the CEDIA channel represents the
fastest-growing segment of DMF's business.
who in this industry tend to
subcontract out or foster relationships
with an electrical
company though many do
have in-house electricians.
" What we offer as an advantage
is our housings are
one-frame housings, " he says.
" Once the electrician has
installed the housing, I don't
need a licensed electrician
then to modify or change
the light. It's very flexible, it's
very cost effective, it's very
easy to service, mistakes are
less expensive to fix. So it's
a great way to get into the
lighting category. "
Toward that end, DMF
Lighting brought with it new
additions to enhance integrators'
options and make
it more enticing for them to
fit the category into their
portfolio.
" We're showing new trims
and housings that are going
to make it even easier to install
our products, " Wakefield
enthuses. " Wood finishes,
different colors ... so really
a way to expand an already
expanding category for our
customers. "
The Expo booth also gave
the company an opportunity
to reiterate in-person its
DMF Promise message, an
initiative it launched earlier
this spring that underscore
DMF Lighting's commitment
to the channel, featuring
a 10-year warranty on DID
Series.
" We've also hired a lot
of folks that have a lot of
experience in this channel, "
Wakefield adds, " so we've
really melded both our
longevity in this channel and
experience in the CEDIA
industry - it's been a great
marriage so far. "
Also to assist integrators,
DMF Lighting discussed its
design layout services with
attendees as well as other
support resources it provides
such as education videos,
trainings and more.
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CE Pro November 2021

Table of Contents for the Digital Edition of CE Pro November 2021

CE Pro November 2021 - Presentation Page
CE Pro November 2021 - Cover1
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