DVI Lighting

DVI Lighting

DVI Lighting was founded in Montreal in 1968 by Adam Altenberg, a holocaust survivor that brought his family to Montreal from Europe. Initially the company was named Dominion Ventures and focused on manufacturing and selling lighting components to lighting manufacturers throughout Quebec. During the early years the company thrived as Montreal was the centre of the Canadian based home furnishing industry. In the 1970’s, Toronto, with its booming population and influx of immigrants, surpassed Montreal as the new manufacturing centre of Canada. Dominion Ventures was undaunted and maintained a strong presence in the industry, opening a location in Toronto.

The lighting manufacturing industry stayed strong throughout the 70’s and 80’s but Canadian manufacturers took a big hit with the introduction of NAFTA and rapid rise of Asian manufacturing at a fraction of the cost to manufacture in Canada. Further the late 80’s and early 90’s saw the introduction of big box stores from the US, which rapidly spread across the country.

The big box stores changed how Canadians were buying lighting products. The use of foreign manufacturing allowed them to offer drastically lower prices than products that were manufactured in Canada. In the 1980’s there were over 300 lighting showrooms in Canada, in 2012 there were less than 150.

As the Canadian Lighting market was crashing Dominion Ventures was forced to shift its tactics from providing lighting parts made wholly in North America by North American workers to those made in the Asian market. Under the leadership of David Elman and Sam Wineberg the company used their new contacts in this new market and stopped functioning as a lighting components supplier and began designing and building its own fixtures, essentially transforming from a lighting supplier into a fixture company.

In 1997, Dominion ventures changed its name to DVI Lighting to reflect this new direction. Initially they manufactured the fixtures in Canada but even with imported parts it was still not cost effective. Sam Wineberg and David Elman then made the choice to move production offshore, the DVI line became a line of imported lighting fixtures developed in Chinese factories.

The transformation was essential for DVI, but they maintained their focus on quality products and aimed to train the Chinese manufacturers that quality was more essential than mass production. DVI worked with these manufacturers and developed a relationship that allowed quality production of products while also producing numbers sufficient to support the company in the Canadian lighting market.

DVI’s ability to adapt to the market was successful. By the mid 2000’s the company was thriving, and in 2007 it turned its attention southward to the American market. The gamble paid off thanks to the company’s business philosophy, Design, Value and Inventory (DVI).

Today, DVI is a major player in the North American Lighting Industry. “With Robert Borg as CEO and Creative Director, the company continues to build upon its three founding principles; a strong commitment to annual design cycles keeping the product line fresh and in fashion, offering pricing on product so average families can afford the line and feel that it has value in excess of its price point, and maintaining a fill rate for inventory do that retailers feel confident and trusting that when they need product, they will get it.”

http://www.dvcanada.com/

Related Articles


Changing Scene

  • Shine Bright: Call for Speakers Now Open for LEDucation 2025

    LEDucation announces a call for speakers for the 2025 Conference to be held March 18-19 at the New York Hilton Midtown in New York City. Virtual sessions will be offered the prior week, Thursday, March 13th and Friday, March 14th. LEDucation seeks dynamic and engaging speakers who will bring their expertise and unique perspectives particularly… Read More…

  • The DLC’s New Working Group to Collaborate and Advise on Horticultural Lighting Controls

    May 14, 2024 Lighting and controls manufacturers, engineering and design consultants, non-profits, researchers, and indoor cultivators are among stakeholders recently appointed help the DLC accelerate the horticultural lighting industry’s adoption of networked lighting solutions that advance both crop production and energy efficiency. “The controlled environment agriculture industry has grown steadily since the DLC created its… Read More…


Design


New Products

  • Introducing MaxLite’s LS3 Series: Controls-Ready LED Strip Lighting

    May 10, 2024 The new generation of LS Series Linear Strips (LS3 Series) features field-selectable wattages, CCTs and field-installable controls. Offered in three sizes (2′, 4′ and 8′), with each providing nine combinations of colour temperatures and wattages, as well as optional c-Max controls, one product can replace 27 different SKUs for stocking distributors! With… Read More…

  • Discover the Power of SATCO|NUVO’s Hi-Pro A21 High Lumen Lamps

    May 10, 2024 SATCO|NUVO’s LED Hi-Pro A21 Lamps offer ColorQuick convenience ideal for commercial projects. Choose from 2700K/4000K/5000K colour temperatures at installation to achieve the desired atmosphere for the environment. Designed to work in 120V to 277V fixtures, these lamps are compatible with ballast bypass fixtures and are dimmable when used in 120V applications. With… Read More…