A minimalist Alliance

Formally launched at the Arc 2011 show, Alliance Lighting UK is the brainchild of lighting industry veterans Douglas James (Whitegoods) and Mark DeVries (Alliance Lighting USA)

There was a new name and a new stand among the regular exhibitors at this year’s Arc show as the London event saw the launch of Alliance Lighting UK.

The company, which Douglas James (Whitegoods) describes as the combination of his lighting knowledge and co-founder Mark DeVries’s sales expertise, has been created to introduce some international manufacturers to the UK lighting market, but also to provide them with the sales and servicing support to gain a foothold on these shores.

Initially representing James’s Whitegoods, and international companies Vode, Technilum, Lumenpulse, Filix and ALM, the founders describe the venture as being a collaboration between a group of companies with shared values.

“Whitegoods is well known for minimalist product design and, for me, each one of these brands is exactly the same,” says James. “They do one thing, they do it really well and they concentrate on that.

“What we’re doing is acting as a sales and service partner for them in the UK, so our aim is to educate the UK market about the possibilities of these products, but also provide designers with support if they need help specifying them on the ground.”

Feedback from visitors to the show seems to have been extremely positive for the Alliance range of products,

particularly for Technilum’s aluminium light columns, while the response of those companies operating under the new banner was also favourable. Benoit Saes, commercial sales manager with Technilum, said, ‘This is our first time at The Arc Show and during these two days I met people from all over the world. By way of Alliance Lighting UK I introduced my company and shared experience with great professionals from the world of architecture and lighting.”

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