Luceco

PROJECT DIRECTED BY Jordan Boswell

WRITTEN BY Laura Watling

Venkat Raman, MD, Luceco

Lighting the Way

Luceco Group are considered as market leaders in key electrical categories worldwide by bringing power to life. Established in the UK 70 years ago, Luceco Group has established a network of independent regional hubs. The business, which has retail brands including BG Electrical, Masterplug, Ross and Sync EV, foresees significant growth opportunities in the MENA region. Sync EV is the latest addition to the Luceco Group, tapping into the electrical vehicle charger market. Business Enquirer discusses Luceco Middle East’s plans for the future with regional Managing Director, Venkat Raman.

Luceco

Electrical manufacturer, Luceco Group, employs over 1600 people worldwide, across its four manufacturing facilities (three of which are in the UK and one in Asia) and eight sales centres.

Its UK facilities include a 30,000m2 manufacturing, assembly, distribution, warehousing, and sales divisions in Telford, Mansfield & Hodesson.

“Our sales centres are based strategically around the globe,” shared Mr Raman, “for example, our office in Dubai is the centre for the MENA region, whilst Mexico covers Latin America, Asia for Hong Kong, Spain for mainland Europe and Johannesburg for English speaking African countries”.

Luceco Group is known for its major brands for projects, such as Luceco lighting, DW Windsor, Kingfisher lighting and Urban Control. The business’s brands are sold to projects, retail, and trade sectors, via distributors, DIY channels and into wholesalers. Key markets include education, healthcare, hospitality, industrial, residential, and retail builds.

Autonomous regions

Luceco first started exporting to the Middle East and North African region in early 90’s, establishing its regional base in 2015.

“Each regional subsidiary has its own independence,” explained Mr Raman, “the client base in each area varies, and so as a business we must be strategic. For example, in the Middle East DIY shops aren’t as popular as in the West”.

To put that into figures, Luceco in the UK sells 75-85% of its products through the DIY and trade channel. In the Middle East, however, only 30% is sold through retail and trade.

“A majority of our sales in the MENA region comes from working in partnership with electrical consultants and end clients. Luceco Middle East are in-

Electronics Feature

Electronics Feature

Polydoros Vassiliou Ltd

POLYDOROS VASSILIOU LTD was founded in November 1975, in Larnaca, by Doros Vassiliou, from Famagusta Cyprus.

The company imports and distributes in Cyprus high quality wiring accessories and lighting fittings to cover the needs of professionals and individuals.

The excellent service, professionalism and the quality of its products, in wholsale and retail trade, have established POLYDOROS VASSILIOU LTD as a leader in Cyprus market for almost 50 years.

With frequent visits to international exhibitions and successful cooperation with foreign companies, exclusively represented in Cyprus by POLYDOROS VASSILIOU LTD, the products and materials that the company has to offer are regularly renewed based on the current trends and developments in the field of electrical materials.

The subsidiary company DOROS LIGHTING was founded in 1996.

From an early stage, the company had a positive impact in the market due to the quality of the lighting fittings it has to offer, the competitive prices and excellent customer service.DOROS LIGHTING has interior and exterior lighting features, imported from European countries.

POLYDOROS VASSILIOU LTD will continue to play a leading role in the Cypriot market by following the developments and progress, renewing the range of its products in each new challenge of the market.

Filiou Zannetou 23, PO Box 40153, 6022 Larnaca, Cyprus

+35724654474 / p.vassilioultd@cytanet.com.cy

www.vassiliou.com.cy

Luceco

volved in the design and build process from the very beginning,” shared Mr Raman.

By functioning in this way, Luceco has been able to build a stronghold in the MENA region.

“We have started to work with our customers on a consultancy basis, effectively giving them an extra arm of employees. By sharing the workload and using our product expertise, they can fulfil more work,” said Mr Raman.

Mr Raman sees the potential for sustainable, longterm growth in the region by following this strategy.

A visionary leader

It is Mr Raman’s visionary blend of leadership that secured him the role of Managing Director for MENA, he believes.

Having completed a Bachelor in Engineering, followed by a postgraduate in Human Resource Management, Mr Raman has a unique view of creating a successful business, with both product and people at the core.

“I like to set a vision for the business and then communicate this with the team. It’s very important that the team understand the goals so that we can work collaboratively to achieve them,” he shared.

With over 20 years of experience in the electrical industry, including working for Phillips, Qatar, Mr Raman and his team built the MENA regional division from scratch.

“Being persistent, bold and fast-paced has helped Luceco to achieve 70% growth in his region in the last seven years,” said Mr Raman

Mr Raman considers the key to sustainable growth is to follow a “one at a time” strategy for each business vertical.

Luceco

A double-digit growth story

The COVID pandemic helped the DIY sector to see growth, with people stuck in their homes and seeking to invest in improvements. The opposite impact was seen in the MENA region, where most of its clients with large scale projects were forced to close during the periods of lockdown.

“We’re seeing a shift again now, and 2022 is looking to be a fantastic year with strong open orders and good project pipeline,” shared Mr Raman, “legacy brands in the region are struggling and so we are seeing an opportunity for growth.”

The government is a key spender in MENA regions such as Dubai, where 50% of projects are government funded, and the other 50% private sector. Of course, this has come with its challenges, particularly when the government has chosen to prioritise investment into infrastructure over building development, for example.

Despite the challenges, Luceco is still one of the fastest growing electrical companies, with double digit growth year on year in the MENA region.

The key focus for Luceco in the MENA region in the next 12-18 months is expanding into Pakistan and Qatar.

“With new regions, it is important that we identify the needs. Not every region will need all of Luceco’s products,” said Mr Raman, “There is a huge market here for low voltage electrical products, which can support our double-digit growth in the next three to five years”. Mr Raman foresees the potential for further acquisitions to bolster the business growth in the region.

A step above

Of Luceco’s £230 million global sales turnover, 50-60% is down to the business’s top products, which are manufactured in house.

Not only are Luceco’s electrical products a cost-effective solution, it also offers products at different tiers of expense, making them accessible for all projects.

Two in ten projects in the Middle Eastern region are completed using Luceco products. Luceco Middle East has built a unique offering for the wider business, by offering a consultant-led approach.

“What sets us apart from competitors is that we are the perfect blend of product and cost,” explained Mr Raman, “we are one step above our competitors technically, but one step below commercially.”

Luceco Middle East has played a role in significant projects in the region, such as Dubai’s new Prosecution Building. The municipal building, which opened in October 2021, featured Luceco luminaires which offered both style and functionality, showing exactly what the business has to offer.

“Whilst meeting energy efficiency and cost effectiveness criteria, the luminaires are also part of the contemporary and architectural interior decor of the building. This project was an open and shut case in favour of well-engineered luminaires enhancing the lit environment of the building,” shared Mr Raman.

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“What sets us apart from competitors is that we are the perfecet blend of product and cost. We are one step above our competitors technically, but one step below commercially. “