New EM lighting division to focus on latest luminaire technology

18 April 2018
A new lighting division launched by leading supplier ElectroMechanica (EM) in February, in conjunction with OSRAM and LEDVANCE, will focus on introducing the latest luminaire technology to the local market.
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PreviewEM, in conjunction with OSRAM and LEDVANCE, has launched a new lighting division.761.35 KBDownload
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PreviewEM Lighting Division Manager Vinson Moore.244.62 KBDownload

The full-LED luminaires distributed by the division represent the latest trend in the lighting industry, EM Lighting Division Manager Vinson Moore comments. In Europe, the ratio of luminaires to traditional lamps sold is 60:40, while in South Africa it is 10:90. “Therefore a main aim of our new lighting division is to educate the market about the advantages of full-LED luminaires.”

These include the fact that LEDS not only last longer, but are also more durable, and offer a better light quality. This technology is also highly energy-efficient, with Energy Star rated residential LEDs using 75% less energy, and lasting 25 times longer than conventional incandescent lighting, for example.

The OSRAM and LEDVANCE partnership is a global leader in innovative lighting products and solutions. EM’s new lighting division is focusing on nine luminaire products at present. This range will be expanded as and when needed. “We will definitely be able to take advantage of the synergy between these two leading companies, which will allow us to introduce the latest products to the local market,” Moore stresses.

These include complete or modular LED modules that are fully integrated for ease of installation, in addition to lasting three to four times longer than the average, lamp, bulb or tube. “Our aim is to have LED retrofit replacement options available for any application, which also allows us to offer our customers total plug-and-play solutions for their specific requirements,” Moore highlights.

LEDVANCE South Africa Marketing and Communications Manager James Clifford adds that partnering with EM was an attractive proposition as it offers a complete electrical range. In addition, EM’s economies-of-scale allows it to offer major discounts across a range of products.

“As one of the largest suppliers of specialist electrical products in South Africa, it made absolute sense for us to launch a lighting division, as this allows us to offer a total solution to our project customers in particular,” Moore stresses.

It is planned that the new lighting division will make quick inroads into the residential, commercial, industrial, and OEM market segments. The product range on offer for the residential market, in particular, comprises tubes, general lights, downlights, bulbs, and floodlights for perimeter security. As a launch promotion, EM will run a special on standard slimline 600 mm x 600 mm and 1 200 mm x 600 mm ceiling LEDs and on some ranges of flood lights.


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Notes to the Editor
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About ElectroMechanica
ElectroMechanica was established in 1984 by David van den Berg as a specialised direct importer and wholesale distributor of high-end industrial electrical products, motor control switchgear and electronic automation products. A wholly-owned South African company, ElectroMechanica offers its clients state-of-the-art products, sourced from leading local and international brands, all complying with recognised international safety standards and performance specifications.

ElectroMechanica Contact

Lizanne Scholtz

Phone: (011) 249 5000

Fax: (011) 496 2779

Email: Lizannes [at] em [dot] co [dot] za



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