Red Leonard Associates
Red Leonard Associates is a family-owned manufacturer's representative agency founded in 1973 that serves the Petroleum industry across North America, representing 13+ lighting and signage manufacturers and offering proprietary photometric site planning and 3D survey services through its in-house Technology Center.
- Company typePrivate
- Founded1973
- HeadquartersForest Park, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Red Leonard Associates does
Red Leonard Associates, Inc. (RLA) is a private, family-owned manufacturer's representative agency founded in 1973 by Donald "Red" Leonard in Cincinnati, Ohio, and currently headquartered in Forest Park, Ohio. The company exclusively serves the Petroleum industry across North America, representing more than a dozen lighting and signage manufacturers — including Acuity Brands, Amerlux, FC Lighting, HCI Lighting, H.E. Williams, SPI Lighting, Electraled, Principal Sloan, Bock Lighting, Teron Lighting, Lightalarms, Besa Lighting, and Advantage Environmental Lighting — across architectural, decorative, cooler, emergency, pendant, signage, and surface mount product categories. RLA covers both above-ground solutions (lighting and signage for gas stations and convenience stores) and underground solutions for petroleum operations.
The company's core technical offering is a proprietary digital photometric site planning platform operated through its RLA Technology Center (opened 2013), which produces interactive site plans featuring 360-degree illumination mapping, fixture detail with color-coded isometric views, downloadable PDFs for permitting, secure online access, and embedded learning tools covering Kelvin temperatures, distributions, and photometric comparisons. Adjacent services include surveys and 3D visualization, quotations, ROI calculations, and a dedicated RLA Training Center for product education. GTM is sales-led and relationship-based, with a team of representatives providing direct customer engagement from concept to completion.
RLA generates revenue through commissions on manufacturer product sales (its primary manufacturer representation stream) supplemented by fees for professional services including photometry, ROI analysis, and interactive planning tools. Pricing is not publicly disclosed; customer quotes are provided on a project basis. The company has 101-250 employees, has remained under Leonard family ownership and control since founding, and operates from Forest Park (current Home Office since 2017), with historical presence in Cincinnati (original founding location) and Columbus (since 1976).
Red Leonard Associates firmographics
Firmographics- Name
- Red Leonard Associates
- Legal name
- Red Leonard Associates, Inc.
- Website
- https://redleonard.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Red Leonard Associates is a family-owned manufacturer's representative agency founded in 1973 that serves the Petroleum industry across North America, representing 13+ lighting and signage manufacturers and offering proprietary photometric site planning and 3D survey services through its in-house Technology Center.
- Ownership category
- akta.pro rank
Red Leonard Associates industry classification
Industry- Product category
- Petroleum Lighting & Signage Distribution
- NAICS
- Electric Lamp Bulb and Other Lighting Equipment Manufacturing (335139)
- SIC
- Electric Lighting & Wiring Equipment (3640), Services-Engineering, Accounting, Research, Management (8700)
- akta.pro primary industry
- Light Bulbs & Lamp Replacements Retail (LED, Smart Bulbs, Specialty) (CRAIAHAD)
Keywords
Where Red Leonard Associates is headquartered
LocationHeadquarters
- HQ city
- Forest Park
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Red Leonard Associates business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Manufacturer Representation Services: As a manufacturer's representative agency, RLA represents manufacturers' products in the Petroleum industry, earning commissions or fees for sales generated through their representation and customer support activities.
- Professional Services: Provides quotations, ROI calculations, photometry services, and interactive planning tools as part of customer support from concept to completion.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Red Leonard Associates product offering
Product offeringCore offering
Red Leonard Associates is a manufacturer's representative agency that sells and supports lighting, signage, and complementary petroleum equipment on behalf of manufacturers such as Acuity Brands, Amerlux, FC Lighting, SPI Lighting, and others. The company provides quotations, ROI calculations, photometry services, and digital photometric site plans to help petroleum industry customers plan projects from concept to completion. It also offers surveys and 3D visualization services through the RLA Technology Center.
Product overview
Red Leonard Associates offers a portfolio of lighting-related services centered around photometric planning and site design solutions. Their primary offerings include Lighting Layouts/Site Plans (a digital photometric planning platform providing 360-degree illumination mapping, interactive learning tools, and fixture specification details) and Surveys & 3D Services. The company operates as a manufacturer's representative agency serving the Petroleum industry, focusing on above-ground and underground solutions including lighting, signage, and complementary product lines from manufacturers such as Acuity Brands, Amerlux, and FC Lighting.
Differentiator
Problem solved
Functional benefit
Brands
- RLA Technology Center: Technology center providing photometric and digital site plan services
- RLA Training Center
Products and services
- Lighting Layouts / Photometric Site Plans
- Surveys & 3D Services
- Manufacturer Representation Services
- Quotations and ROI Calculations
Quantifiable outcome
- Fast-track approval processes and keep projects on schedule through high-quality photometric site plans
Companies that use Red Leonard Associates
Customer profileSegments1 record
Ideal customer profiles1 record
Red Leonard Associates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Red Leonard Associates partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Acuity BrandscoreAcuity Brands is listed as a manufacturer partner providing complimentary lighting solutions. RLA represents their products for gas station lights and convenience store lighting applications.
- AmerluxcoreListed as a manufacturer partner providing complimentary architectural lighting solutions.
- FC LightingcoreListed as a manufacturer partner providing complimentary architectural, decorative, pendant, and surface mount lighting solutions.
- HCI LightingminorListed as a manufacturer partner providing complimentary lighting solutions.
- H.E. WilliamsminorListed as a manufacturer partner providing complimentary lighting solutions.
- SPI LightingminorListed as a manufacturer partner providing complimentary lighting solutions.
- ElectraledminorListed as a manufacturer partner providing cooler lighting solutions.
- Principal SloanminorListed as a manufacturer partner providing cooler lighting solutions.
- Bock LightingminorListed as a manufacturer partner providing decorative lighting solutions.
- Teron LightingminorListed as a manufacturer partner providing decorative lighting solutions.
- LightalarmsminorListed as a manufacturer partner providing emergency lighting solutions.
- Besa LightingminorListed as a manufacturer partner providing pendant lighting solutions.
- Advantage Environmental LightingminorListed as a manufacturer partner providing surface mount lighting solutions.
- RLA Technology CenterminorInternal technology and training facility opened in 2013 to support photometric services and customer training.
Scale indicators2 records
Recent moves11 records
Expansion highlights3 records
Red Leonard Associates competitors and assessment
Company assessmentBroad incumbents
- Wesco International: Large publicly-traded electrical and lighting distributor with broad portfolio and substantial North American rep/distribution footprint. Overlaps with RLA's lighting channel role but operates at vastly larger scale across many industries.
- Sonepar: Global family-owned electrical products distributor with significant North American lighting operations. Comparable business model of representing manufacturers and providing value-added services to commercial/industrial customers.
- Rexel: Global electrical distribution and lighting services group. Competes for lighting specification and rep relationships with similar manufacturer partnerships and customer support services.
- Border States Electric: Employee-owned US electrical distributor with strong utility and contractor focus. Operates in overlapping lighting channel with manufacturer representation and project support services.
- Crescent Electric Supply: Family-owned US electrical distributor serving commercial, industrial, and contractor customers with lighting lines and value-added services. Comparable family-owned distribution model.
- Acuity Brands: Major North American lighting manufacturer and RLA's largest represented partner. Comparable in the lighting category for gas stations and c-stores, though operates upstream as a manufacturer rather than as a rep.
- Hubbell Incorporated: Diversified electrical products manufacturer with significant lighting portfolio. Competes in the same product categories (commercial/industrial lighting, emergency) that RLA represents.
- Signify: Global lighting leader (formerly Philips Lighting) with extensive commercial and outdoor portfolios. Competes in petroleum/c-store lighting categories that RLA addresses through its partner brands.
Others
- Gilbarco Veeder-Root: Major petroleum equipment manufacturer (dispensers, point-of-sale, forecourt systems). Serves the same petroleum retail customers as RLA with complementary — not competing — offerings, making it a customer-base comparable.
- OPW (Dover Fueling Solutions): Petroleum equipment manufacturer (nozzles, valves, underground containment) within Dover's fueling portfolio. Shares RLA's petroleum-industry customer base and 'above-ground / underground solutions' framing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Red Leonard Associates social profiles
Digital presenceRed Leonard Associates financial estimates
Financial estimateRevenue estimate
Valuation estimate
Red Leonard Associates leadership team
Management profileNumber of profiles
Profiles1 record
Red Leonard Associates subsidiaries and ownership
Company hierarchySubsidiaries1 record
Red Leonard Associates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Red Leonard Associates M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Red Leonard Associates
What does Red Leonard Associates do?
Red Leonard Associates is a manufacturer's representative agency that sells and supports lighting, signage, and complementary petroleum equipment on behalf of manufacturers such as Acuity Brands, Amerlux, FC Lighting, SPI Lighting, and others. The company provides quotations, ROI calculations, photometry services, and digital photometric site plans to help petroleum industry customers plan projects from concept to completion. It also offers surveys and 3D visualization services through the RLA Technology Center.
Is Red Leonard Associates a public or private company?
Red Leonard Associates is a private company. It is classified as family owned and is currently operating.
When was Red Leonard Associates founded?
Red Leonard Associates was founded in 1973. It employs 101 to 250 people.
Where is Red Leonard Associates based?
Red Leonard Associates is headquartered in Forest Park, United States, in the North America region.
How does Red Leonard Associates make money?
Two revenue lines are on record. Manufacturer Representation Services are the primary driver. The others are professional Services.
Who are Red Leonard Associates's main competitors?
Broad incumbents on record are Wesco International, Sonepar, Rexel, Border States Electric, Crescent Electric Supply, Acuity Brands, Hubbell Incorporated and Signify. Others are Gilbarco Veeder-Root and OPW (Dover Fueling Solutions).
Does Red Leonard Associates have an API?
No public API is recorded for Red Leonard Associates.
What industry is Red Leonard Associates in?
Red Leonard Associates's product category is Petroleum Lighting & Signage Distribution. Its primary akta.pro industry code is CRAIAHAD, Light Bulbs & Lamp Replacements Retail (LED, Smart Bulbs, Specialty). Its NAICS code is 335139 and its SIC code is 3640.