Outdoor lighting is a fast-growing category for electrical wholesalers, driven by rising demand for safety, security, energy efficiency and outdoor living. Mike Collins, Managing Director of Ovia, part of Scolmore Group, highlights the key considerations wholesalers should keep front-of-mind when supporting contractors on outdoor lighting projects.
Understanding contractor requirements
Before recommending products, wholesalers need a clear picture of the contractor’s goals and application. Outdoor lighting can serve multiple purposes – safety and security, aesthetic enhancement, and enabling outdoor space usage after dark. Each application requires different fixture types, lumen outputs, beam angles, colour temperatures and control options. Strong consultation can ensure the contractor receives expert guidance on choosing the right lighting solutions for the particular project being worked on.
Stocking the right fittings
The outdoor lighting market continues to expand, with LED, smart and solar lighting leading demand. Advancements in LED technology – higher efficacy, better colour quality and longer lifespans – mean LEDs remain the default recommendation for many projects. LEDs can consume up to 80% less energy than traditional bulbs and have a longer lifespan, reducing electricity costs and carbon emissions. With many commercial clients now pursuing Environmental, Social and Governance (ESG) targets, wholesalers can add value by highlighting the energy saving and sustainability benefits of LED upgrades.
Solar lighting is another growth opportunity for wholesalers. Solar street lights provide complete independence from the power grid and, due to low maintenance and minimal operator costs, solar lighting has emerged as a popular and reliable source to power street lights. There are many benefits to solar street lighting with the main advantages being their energy efficiency and the ability to provide significant cost savings over time. Conventional street lights are dependent on electricity from the grid, which is often generated from non-renewable sources and can therefore contribute to air pollution. Other benefits include no cabling or excavation, resulting in easy installation and no risk from power outages. Ovia introduced its first solar power lighting solutions last year with a solar powered LED security floodlight and two solar powered LED street lights joining the company’s growing portfolio of exterior lighting solutions.
Controls that drive efficiency
Wholesalers can differentiate themselves by guiding contractors toward appropriate control options. Timers, photocells and PIR sensors ensure lights operate only when needed, reducing energy consumption and extending product life. Offering controls as part of a complete exterior lighting solution can also increase basket size and simplify contractor purchasing.
Durability and compliance
Exterior lighting can be subject to harsh environmental conditions, and therefore factors to consider include IP ratings, materials and temperature rating. Fixtures need to be rated appropriately for outdoor use, with sufficient protection against dust and water. Corrosion resistant materials such as aluminium, stainless steel or composite polymers are ideal.
Supporting good lighting design
A strong lighting layout is just as important as the fixtures themselves. Wholesalers who can discuss light distribution, uniformity, glare reduction and colour temperature will quickly build trust with contractors.
Ovia offers a free lighting design service, which provides contractors with professionally produced exterior lighting schemes. This support helps ensure compliance with relevant standards, accurate product specification and optimal light distribution across the project. The company also recently launched a new, advanced Lighting Design Calculator – an easy-to-use online tool developed to support contractors, wholesalers and specifiers in designing effective, regulation-compliant lighting schemes with ease and efficiency.
By directing contractors to these free services, wholesalers can add value by positioning themselves as a trusted, solutions-focused partner – helping build stronger, longer-term customer relationships.
For electrical wholesalers, exterior lighting is an opportunity to guide contractors toward safer, more efficient and more visually effective solutions. By understanding the application, recommending the right technologies, and highlighting emerging innovations such as solar and smart controls, wholesalers can strengthen contractor relationships and grow sales in this expanding category.
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