Lighting Illusions
- Company typePrivate
- Founded2003
- HeadquartersBrisbane, Australia
- Headcount51–100
- GTM typeB2C
- OfferingServices
Lighting Illusions firmographics
Firmographics- Name
- Lighting Illusions
- Legal name
- Lighting Illusions
- Website
- https://lightingillusions.com.au
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Where Lighting Illusions is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Lighting Illusions business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: One-time purchase revenue from selling lighting fixtures, ceiling fans, exhaust fans, and related accessories directly to consumers and businesses through online and physical retail channels.
- Transit Insurance: Optional transit insurance offered during checkout covering loss or damage during shipping.
- Lay-by Service: Eight-week lay-by service at brick-and-mortar stores requiring 40% deposit with gradual payments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Ceiling Fans from $99 |
| Unit Pricing | Pay-as-you-go | LED Downlights from $8 |
| Unit Pricing | Pay-as-you-go | Pendant Lights from $109 to $1,299 |
| Unit Pricing | Pay-as-you-go | Free Shipping Threshold |
| Unit Pricing | Pay-as-you-go | Clearance/Discounted Items |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Lighting Illusions product offering
Product offeringCore offering
Lighting Illusions is an Australian retailer that distributes and sells indoor and outdoor lighting fixtures, ceiling fans (including DC motor and smart variants), exhaust fans, bathroom heaters, lamps, and smart home products through its own e-commerce website and a network of brick-and-mortar showrooms across South East Queensland. The company curates and resells products from multiple third-party manufacturers (Calibo, Mercator, Eglo, Brilliant, Fanco, Telbix, Hunter Pacific, Oriel, CLA, Hinkley, Aeratron, Paola & Joy) and pairs retail with personal consultation, a price-beat guarantee, free shipping over $150, and 30-day returns.
Product overview
Lighting Illusions is an Australian retail lighting and ceiling fan specialist offering a diverse portfolio of indoor lighting (pendants, downlights, wall lights, lamps), outdoor lighting, ceiling fans (DC, AC, smart, traditional), exhaust fans, bathroom heating, smart home products, and safety devices. The company operates both online and through physical showrooms in South East Queensland, selling both proprietary products and distributing multiple third-party brands including Calibo, Mercator, Eglo, Brilliant, Fanco, Telbix, Hunter Pacific, Oriel Lighting, and Compact Lamps Australia. Their product range spans budget-friendly clearance items to premium designer collections, with a focus on energy-efficient LED lighting and DC motor ceiling fans. Smart home integration is available through Zimi, enabling remote control of compatible smart lighting and ceiling fans.
Differentiator
Problem solved
Functional benefit
Products and services
- Indoor Lighting General retail category covering all indoor lighting products including pendants, downlights, wall lights, and lamps for residential and commercial interior spaces.
- Outdoor Lighting Exterior lighting solutions for outdoor spaces including wall lights, garden lights, and outdoor-rated fixtures.
- Ceiling Fans Ceiling fans including DC ceiling fans, AC fans, indoor/outdoor rated fans, and smart ceiling fans with remote control. Prices range from $99 to premium models.
- DC Ceiling Fans Energy-efficient DC motor ceiling fans offering whisper-quiet operation and reduced energy consumption compared to traditional AC fans.
- Ceiling Fans with Light Combination ceiling fans with integrated lighting for rooms requiring both air circulation and illumination.
- Exhaust Fans Bathroom and kitchen exhaust fans for ventilation and moisture removal, including 3-in-1 and 4-in-1 units with heating and lighting.
- Heaters Portable, outdoor, and bathroom heating solutions including indoor heating products for year-round comfort.
- Lamps Table lamps, floor lamps, and portable lighting solutions for residential accent and task lighting.
- Pendant Lights Hanging light fixtures available in various styles including modern, traditional, coastal, industrial, and designer collections.
- Bathroom Lighting Moisture-resistant lighting solutions specifically designed for bathroom environments including vanity lights and downlights.
- Smart Home Smart home technology including smart lighting systems, smart ceiling fans, smart electrical products, and DIY smart home solutions for automation and remote control.
- Zimi Smart Australian-designed smart home ecosystem for controlling lighting and connected devices, featuring sustainable technology designed for Australian conditions.
- Smoke Alarms Battery and hard-wired smoke alarms and heat alarms for residential and commercial fire safety, including photoelectric and ionization sensor options.
- Designer Collection Premium designer lighting and fan products featuring high-end aesthetics and craftsmanship for luxury interiors.
Quantifiable outcome
- DC motor ceiling fans provide whisper-quiet operation and energy efficiency compared to traditional AC motors
- +1 more outcomes
Companies that use Lighting Illusions
Customer profileSegments4 records
Ideal customer profiles2 records
Lighting Illusions technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Lighting Illusions partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core, standard and minor.
- CalibocoreCalibo is a featured brand partner with exclusive product lines including the popular Storm ceiling fan series, Smart CloudFan, and designer pendants. Products available exclusively or prominently through Lighting Illusions.
- MercatorcoreMercator (55+ years) supplies a wide range of lighting, fans, electrical, and smart home products. Lighting Illusions offers their ceiling fans with integrated lights and remote control features.
- EglocoreEglo is CHOICE Recommended brand offering ceiling fans and lighting from downlights to pendants and outdoor lighting. Known for advanced motor technology in ceiling fans.
- BrilliantcoreBrilliant Lighting offers cutting-edge smart and stylish lighting and air-movement solutions. Products feature innovative designs, advanced features, and energy efficiency.
- FancocoreFanco is Australia's trusted ceiling and exhaust fan brand, renowned for exceptional craftsmanship, innovative design, and superior functionality with advanced motor technology.
- Oriel LightingstandardOriel Lighting supplies contemporary lighting fixtures including vanity lights, wall lights, pendants, and bar lights. Featured products include Trella LED vanity series and Eva linear pendants.
- Compact Lamps AustraliastandardCLA Lighting (25+ years) provides innovative, high-quality LED lights, downlights, pendants, and outdoor lighting solutions for residential and commercial applications.
- TelbixstandardTelbix supplies contemporary lighting products including the Ariva LED pendant series, Trina carbon fibre pendants, and Lavis wall lights.
- Hunter PacificstandardHunter Pacific supplies Typhoon 26 AC ceiling fans with wall control in various sizes (48', 52', 56') and finishes (stainless steel, white).
- MartecstandardMartec supplies Vito LED flush downlights and other lighting products. Featured in clearance sales with significant discounts.
- VentairstandardVentair supplies bathroom ventilation solutions including the Sahara 4-in-1 bathroom heater, exhaust fan, and LED light units.
- HinkleyminorHinkley supplies premium lighting fixtures including the Arti swing arm wall sconce in heritage brass finish.
- AeratronminorAeratron is listed as a supplier brand on the website.
- McGrath LocksminorMcGrath Locks is listed as a supplier brand on the website.
- Paola & JoyminorPaola & Joy supplies designer table lamps including Evie Sculpted Table Lamp and Cora Pleated Table Lamp with squiggle base.
- ZimicoreZimi is an Australian-designed smart home technology partner focused on sustainable connectivity. Zimi products integrate with lighting and fans for home automation control via smartphone and voice assistants.
- Australia PoststandardPrimary shipping carrier for smaller packages. Signature required at delivery. Part of Australia's national postal network.
- AramexstandardShipping carrier used for larger packages. Delivers throughout Australia as part of logistics network.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Lighting Illusions competitors and assessment
Company assessmentDirect peers
- Beacon Lighting: Beacon Lighting is Australia's largest specialty lighting retailer with a national store network, online platform, and extensive private-label range. It is the closest direct competitor to Lighting Illusions across residential lighting, ceiling fans, and smart-home products.
- The Lighting Outlet: Australian online-first lighting retailer offering pendants, downlights, ceiling fans, and outdoor lighting nationwide. Directly comparable as a multi-brand lighting specialist competing on price and assortment with Lighting Illusions.
- Universal Light: Australian specialty lighting retailer offering decorative and functional lighting with both showroom and online channels. Comparable in product mix and target customer to Lighting Illusions.
- Lights Online: Australia-based online lighting retailer selling residential and commercial fixtures from multiple brands. Overlaps with Lighting Illusions on multi-brand assortment and e-commerce-led distribution.
Broad incumbents
- Brilliant Lighting: Established Australian lighting and fan brand with both B2C distribution and retail presence. Comparable as a brand partner that also sells direct, intersecting with Lighting Illusions' product and customer overlap.
- Bunnings Warehouse: Australia's largest home-improvement retailer carrying lighting, ceiling fans, and smart-home products. Competes with Lighting Illusions on breadth, price, and convenience across residential and trade customers.
- IKEA Australia: Global home-furnishings retailer with strong lighting, smart-home, and ceiling fan ranges in Australia. Competes with Lighting Illusions on design-led, value-priced lighting and integrated room solutions.
- Fanco (The Fan Group): Australia-based ceiling fan brand and distributor (Fanco, Eglo, Mercator under The Fan Group). Comparable as a supplier-distributor hybrid that Lighting Illusions both partners with and competes against via its multi-brand portfolio.
Emerging players
- Sparky Direct: Australian online electrical retailer selling lighting, fans, and smart-home products with strong trade-customer focus. Comparable as an e-commerce-led competitor overlapping with Lighting Illusions' commercial and DIY customer base.
Regional players
- Lumens: US-based online specialty retailer of modern lighting, fans, and home décor. Comparable as a multi-brand design-led lighting retailer, though geographically distinct; useful for benchmarking assortment and content-led commerce strategies.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Lighting Illusions social profiles
Digital presenceLighting Illusions financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lighting Illusions leadership team
Management profileNumber of profiles
Profiles1 record
Lighting Illusions funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lighting Illusions 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 Lighting Illusions
What does Lighting Illusions do?
Lighting Illusions is an Australian retailer that distributes and sells indoor and outdoor lighting fixtures, ceiling fans (including DC motor and smart variants), exhaust fans, bathroom heaters, lamps, and smart home products through its own e-commerce website and a network of brick-and-mortar showrooms across South East Queensland. The company curates and resells products from multiple third-party manufacturers (Calibo, Mercator, Eglo, Brilliant, Fanco, Telbix, Hunter Pacific, Oriel, CLA, Hinkley, Aeratron, Paola & Joy) and pairs retail with personal consultation, a price-beat guarantee, free shipping over $150, and 30-day returns.
Is Lighting Illusions a public or private company?
Lighting Illusions is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lighting Illusions founded?
Lighting Illusions was founded in 2003. It employs 51 to 100 people.
Where is Lighting Illusions based?
Lighting Illusions is headquartered in Brisbane, Australia, in the Oceania region.
How does Lighting Illusions make money?
Three revenue lines are on record. Retail Product Sales are the primary driver. The others are transit Insurance and lay-by Service.
Who are Lighting Illusions's main competitors?
Direct peers on record are Beacon Lighting, The Lighting Outlet, Universal Light and Lights Online. Broad incumbents are Brilliant Lighting, Bunnings Warehouse, IKEA Australia and Fanco (The Fan Group). Sparky Direct is listed as an emerging player. Lumens is listed as a regional player.
Does Lighting Illusions have an API?
No public API is recorded for Lighting Illusions.