The Future of Light
Interview with Benjamin Penderock, COO and Authorized Officer of DOTLUX GmbH
Few new inventions have revolutionized an industry as comprehensively as LED technology has the lighting industry. The significant advantages in terms of energy and resource efficiency, as well as the diverse design possibilities that LEDs offer, have triggered a real conversion boom, which is additionally supported by laws and subsidies. A pioneer in this field was DOTLUX GmbH, which, unlike many of the major players in the lighting industry, recognized the revolutionary potential of LEDs early on.
When LEDs came onto the market in the early 2000s, they were considered a fun, decorative item due to their low power consumption and colorful lights. In this context, the future founders of DOTLUX, who came from the fields of event management and car tuning, first came into contact with LED technology.
However, they soon recognized the potential of LED technology for the commercial and industrial construction sector. "They started as a two-man company and shared with us the technical and commercial aspects of the business," explains COO and authorized officer Benjamin Penderock, who joined DOTLUX in 2018 and will take over as CEO on July 1, 2024.
Rapid Growth
The company quickly developed from a startup to a medium-sized enterprise and moved into a new building in 2018. Today, the company employs just under 100 employees and has a product range of more than 1,200 items.
"The basis for the popularity of the DOTLUX products is the high quality standard 'Made in Germany', as well as the numerous pioneering in-house developments," said Benjamin Penderock. "The flexibility and programmability of LED lighting solutions always open up new possibilities. Among the most important trends we address is HCL (Human Centric Lighting), which means lighting that changes throughout the day depending on the ambient brightness."
Good Lighting for a Good Work Environment
A great example is the new DOTLUX LED floor lamp MASTERhcl with 107 W and an adjustable color change from 3,000 to 6,000 K. The high indirect light ratio of 88% improves glare reduction for a nicer room ambiance, while the flicker-free light reproduction ensures optimal vision, protects eyes for fatigue-free work, and creates a pleasant atmosphere in offices, conference rooms, and hotels.
To further increase energy efficiency, the lamp dims to 30% brightness after 30 minutes of absence and turns off completely after another ten minutes. Mimicking natural light as closely as possible is also the goal of the new ceiling light SUNLIGHT. The effect is so realistic that the panel looks like a skylight and, with asymmetric light distribution, simulates natural sunlight.
Smart Lighting
Another major topic is renovation lighting. "Halogen and fluorescent tubes are already subject to bans and must be replaced with LEDs," explains Benjamin Penderock. "We can offer completely new lights as well as develop LED modules that fit into existing light fixtures."
It is important that the products, especially given the increasing intelligent features, are quick and easy to install for the electrical installer. "We work in a three-tier distribution system consisting of wholesalers who sell to electricians, who in turn sell to end consumers," describes Benjamin Penderock. "We offer comprehensive consulting at every level, including lighting design."
Good Service
In addition to excellent quality, DOTLUX is also proud of its excellent customer service, which includes short delivery times. "We had already decided to expand our warehouse before the pandemic and the war in Ukraine and were able to supply customers despite delivery bottlenecks," says Benjamin Penderock. "Our very close relationships with our production partner have helped us a lot in this regard."
Aiming for Further Growth
Next year, an additional expansion of storage capacities is planned. For the coming years, we have set ambitious sales targets," reveals Benjamin Penderock. "Next year, a new high-bay warehouse with around 4,000 pallet spaces will be created. We have expanded our sales team and will continue to expand our activities in the neighboring markets of Switzerland, Austria, and France."
Successful at Light + Building
The great response to the new product offerings at the recent Light + Building confirms confidence in the future success of the company. "We had six very positive days at the Light + Building in Frankfurt, which were all worth the effort," emphasizes Benjamin Penderock. "Our motto is to be the most likable lighting brand, and we have received numerous feedbacks from customers that we already are."