Chamaeleon Technology and Safety Lighting Systems to be united as Brands under Enphos LED Systems Ltd Banner in November.
For the last four years Safety Lighting Systems Ltd and Chamaeleon Technologies have each traded independently as specialist LED lighting companies of Enphos Holdings Ltd. For both companies one of the most interesting features of this year has been the high level of growth and interest in their energy saving ‘white light' LED products.
Enphos Holdings Ltd managing director, Kevin Knight "At first we considered forming a new company and to focus that business towards the Architectural sector where the demand for white light was strongest. However, as the majority of of our ‘white light' LED product were already within our Chamaeleon ranges, we opted to create an additional series of Chamaeleon ranges specifically for white light and which we called PuraLED".
"For several months that decision worked well, until we began to expand our ‘white light' ranges and started to notice significant customer crossover within our administration, logistics and distribution systems. There has always been some overlap of Chamaeleon and Safety Lighting Systems customers. Marine installations for example are looked after by Safety Lighting Systems. A typical installation will often require several thousand meters of low level emergency lighting, which is a Safety Lighting Systems product, while ‘white light', colour change and entertainment lighting would be supplied by Chamaeleon. So we were quite used to two tier administration.
Summarising the situation, Enphos Holdings Ltd operations director Steve Whitely said, "When Kevin and I formed Enphos Holdings Ltd, our strategy was to build two nationally robust and sustainable businesses operating in the core categories of safety lighting and LED colour and colour change lighting".
"So far, we've had four good years in terms of volume and profit performances from both Safety Lighting Systems and Chamaeleon Technology with the businesses driven by improvement and new product additions". So including LED ‘white light' in our products portfolio is a correct and progressive step. We live in an age where energy efficiency is important and our ‘white light' fixtures deliver that characteristic along with high levels of illumination and excellent white colour rendition"
"But having upwards to a thousand ‘white light products available, and with Chamaeleon and Safety Lighting Systems running separate computer and administrative systems, and increasingly often for the same customers would in the long run impact on the service ability of both businesses to deliver as well as we would like. The addition of PuraLED fixtures into the Chamaeleon ranges would have stretched our then existing systems to the their limit"
"From my point of view another factor had also become apparent," added Adam Knight sales manager for Chamaeleon Technologies "Within the lighting industry the Chamaeleon name had become strongly synonymous with LED colour change and colour effect lighting and the controls and technology needed to drive it. Fielding PuraLED ‘white light' as Chamaeleon Technologies Ltd ranges was creating a conflict of identities. The needs, philosophies and disciplines of the lighting designers specifying colour change and ‘white light' are different. We really needed to do something which totally satisfied both".
Adam was correct in his assessment" said Kevin Knight "So in August this year we again toyed with the idea of launching PuraLED as a separate business.
"The real crunch", added Steve Whiteley "If we were going to launch PuraLED as a separate company we would need to install a new and separate computer system with all the additional on costs to run it. The idea seemed illogical as we had already reached the conclusion we one system too many anyway. The obvious solution was to have all our administration, stock and logistical operations controlled by one system under one identity."
"We certainly did not want to drop either Chamaeleon or Safety Lighting Systems" said Kevin "Both names are now well known and respected in their marketplace. PuraLED too is receiving a massive amount of interest with products ranging from tiny ‘white light' pygmy bulbs to streetlights, we were determined to direct and market each and every product correctly and efficiently, so strategically it made sense to bring all our products under one unifying umbrella"
"Enphos LED Systems Limited", said Kevin Knight "Will be officially launched in November with Chamaeleon, Safety Lighting Systems and PuraLED marketed as the trading brands of the new company. The Chamaeleon brand will encompass our RGB colour change, colour effect, neon replacements and controls ranges. PuraLED will become the brand for our architectural and commercial ‘white light' ranges which will also contain static colour and some RGB colour change fixtures. Safety Lighting Systems will remain the brand for all our emergency lighting and signage systems."
"We're looking to achieve seamless transition and have installed a new SAGE computer system to centralise and provide simplification to all our purchase order and stock control procedures and to provide an improved and more efficient service for all our customers.
All product technical support and commissioning will similarly be provided by Enphos LED Systems. "The Chamaeleon and Safety Lighting Systems web addresses will be retained and along with a new address www.puraled become portals to a new Enphos LED Systems website displaying over 4000 products, which is probably the largest choice of LED equipment from a single source anywhere in Europe."
"Taken overall" said Steve Whiteley "For ourselves these changes are expected to bring significant benefits, delayering our operations, taking costs out of the defunct centres and speeding up order to delivery procedures — with the improved efficiency of shared service functions resulting in a much improved service for all our customers". "There may be some impact on our achievement against targets for this year, but we will be building a substantial platform for new product additions and profit growth in future years".
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Posted on: 26th October 2007, United Kingdom
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Chamaeleon Technology and Safety Lighting Systems unite Brands.
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Zyphos LED Systems Ltd., United Kingdom, Tel: 01245 325000, Fax: 01245 327177
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