Sterling Lighting
Sterling Lighting is a B2B manufacturer of premium low-voltage LED landscape and architectural lighting fixtures, founded in 2011 and headquartered in Danville, Virginia. The company sells exclusively to approved landscape lighting designers and installers through a direct-to-contractor wholesale model, offering marine-grade brass luminaires, transformers, and Lutron automation products.
- Company typePrivate
- Founded2011
- HeadquartersDanville, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Sterling Lighting does
Sterling Lighting, LLC is a privately held manufacturer of premium low-voltage LED landscape and architectural lighting fixtures, founded in 2011 and headquartered in Danville, Virginia. The company designs, engineers, and sources a proprietary line of marine-grade virgin brass luminaires (up lights, path lights, flood lights, well lights, down lights, underwater lights, and specialty fixtures such as the SL29 Lanai and SL19 Area Light) using custom LED sources, CREE LED chips (CRI 97+, TM-30 Rf 94, TM-30 Rg 99), and proprietary driver and optical systems with removable drop-in optics (12°-80°) and pin-adjustable lumen output. All fixtures carry ETL, UL1838, and IP65 certifications, and replacement LED cups, drivers, optics, and mechanical components are sold for field repair.
Sterling operates a direct-to-contractor wholesale business model: products are sold exclusively to approved landscape lighting designers and installers who must apply for an account to access pricing. The company bypasses distribution intermediaries entirely, with its Shopify storefront gating prices behind contractor login. The portfolio extends beyond fixtures to include magnetic low-voltage transformers (150W, 300W, 600W), Lutron home automation products (Caseta, RadioRA 3, RA2), accessories, replacement components, and professional diagramming/rendering services using photometric data. Geographic reach is primarily the United States and Canada, with the first international reseller partnership (Island Villa Lighting, Turks and Caicos) signed in April 2024.
The company is founder-led by co-founders Patrick Harders and Damien Sanchez, who bring over 30 years of collective low-voltage lighting experience. Tom Fenig, former founder of the largest US outdoor lighting franchise system, joined in May 2024 to expand sales channels. Sterling cultivates the professional installer community through the annual Sterling Summit conference (since 2022), a closed "Landscape Lighting Legends" Facebook group, educational blog content, and an active social media presence across Instagram, Facebook, YouTube, Twitter, and LinkedIn. The company is privately held with no disclosed institutional funding.
Sterling Lighting firmographics
Firmographics- Name
- Sterling Lighting
- Legal name
- Sterling Lighting LLC
- Website
- https://sterling-lighting.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sterling Lighting is a B2B manufacturer of premium low-voltage LED landscape and architectural lighting fixtures, founded in 2011 and headquartered in Danville, Virginia. The company sells exclusively to approved landscape lighting designers and installers through a direct-to-contractor wholesale model, offering marine-grade brass luminaires, transformers, and Lutron automation products.
- Ownership category
- akta.pro rank
Sterling Lighting industry classification
Industry- Product category
- Landscape Lighting Fixtures
- NAICS
- Electric Lighting Equipment Manufacturing (3351), Commercial, Industrial, and Institutional Electric Lighting Fixture Manufacturing (335132), Power, Distribution, and Specialty Transformer Manufacturing (335311)
- SIC
- Electric Lighting & Wiring Equipment (3640), Electronic Coils, Transformers & Other Inductors (3677)
- akta.pro primary industry
- Outdoor & Area Lighting (Street, Roadway, Parking, Flood, Sports/Architectural exterior) (IMAGAIAB)
- akta.pro secondary industries
- LED Drivers, Ballasts & Power Modules for Lighting (Constant-current/voltage drivers, ballasts, control gear) (IMAGAIAJ), Outdoor Lighting & Landscape Lighting Retail (CRAIAIAJ), Lighting Design Services (BPAHAKAJ)
Keywords
Where Sterling Lighting is headquartered
LocationHeadquarters
- HQ city
- Danville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sterling Lighting business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Luminaire Sales: Sale of complete LED landscape lighting fixtures including up lights, path lights, well lights, flood lights, down lights, and specialty fixtures. Fixtures feature marine-grade brass construction with premium LED components.
- Replacement Components: Replacement LED cups, drivers, optics, lenses, and mechanical components for field repair of fixtures. Supports professional installer self-service maintenance.
- Transformers and Controls: Sale of magnetic transformers (150W, 300W, 600W) and Lutron automation products including Caseta, RadioRA 3 systems.
- Design Services: Professional diagramming and rendering assistance using photometric data of Sterling Lighting luminaires for project visualization.
- Starter and Demo Kits: Pre-configured sample packs and demo kits for contractors to showcase products to clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Wholesale contractor pricing through approved account |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Sterling Lighting product offering
Product offeringCore offering
Sterling Lighting manufactures and sells premium LED landscape and architectural lighting fixtures—including up lights, mini floods, path lights, area lights, wash lights, well lights, hardscape lights, underwater lights, and specialty fixtures—built with marine-grade virgin brass and proprietary custom-engineered LED sources. The portfolio is rounded out by magnetic low-voltage transformers (150W, 300W, 600W), Lutron-based automation products, replacement LED components, mounting accessories, and professional diagramming/rendering design services. All products are sold directly to approved landscape lighting professionals at wholesale pricing.
Product overview
Sterling Lighting is a B2B manufacturer of premium low-voltage LED landscape and architectural lighting fixtures founded in 2011. The company sells exclusively to landscape lighting professionals (contractors and designers) through direct-to-buyer channels. The product portfolio centers on two main fixture categories: dedicated fixtures (SL01, SL04, SL06, SL07, SL07B, SL07P, SL11, SL12, SL21, SL23, SL24, SL31, SL33) with serviceable LEDs/drivers and integrated fixtures (SL02, SL05, SL09, SL13, SL17, SL36) with non-serviceable LEDs. Supporting products include magnetic transformers (150W-600W), Lutron smart home automation components, professional diagramming/rendering services, LED component replacements, and mounting accessories. All luminaires feature marine-grade virgin brass construction with CREE LEDs, adjustable lumen output, and ETL/UL1838 certifications.
Differentiator
Problem solved
Functional benefit
Products and services
- SL01 Up Light Signature adjustable up light luminaire with removable drop-in optics (25°–80° field angle), adjustable lumen output (245–760lm), marine-grade brass construction, available in Antique Bronze and Raw Brass finishes with 2700K/3000K/5000K color temperatures; designed for professional landscape lighting installers.
- SL04 Mini Flood Light Compact flood light with 128° field angle for wide-spread lighting on walls, signs, and tree canopies; features adjustable lumen output (133–464lm) in marine-grade brass housing, sold to landscape lighting professionals.
- SL07 Path Light Classic path light with 1.5" diameter stem, marine-grade virgin brass construction with threaded (non-welded) assembly; provides 170 lumens with 16' light spread, available in Antique Bronze and Raw Brass finishes.
- SL11 Archer Light Compact, streamlined up light with low (220lm) or high (360lm) lumen output options; 60° field angle, marine-grade virgin brass construction, 97+ CRI.
- SL29 Lanai Light Architectural up/down light designed for covered outdoor structures such as pool cages, lanais, and pergolas; six adjustable lumen settings (84–656lm), marine-grade brass with powder coat finish.
- SL19 Area Light New area light for open-space down lighting applications where traditional mounting is unavailable; available in 19" and 36" heights with one-light and two-light configurations, marine-grade virgin brass construction, and patented glare-reducing lens.
- Magnetic Low-Voltage Transformers (150W, 300W, 600W) Magnetic low-voltage transformers in 150W, 300W, and 600W capacities with stainless steel housing, multiple voltage taps for longer runs, and compatibility with digital timers and photocells; sold to landscape lighting professionals.
- Lutron Automation Products Smart home automation products including Caséta Outdoor Smart Plug, Smart Bridge Pro, RadioRA 3 components, Pico wireless controls, and dimmer switches for landscape lighting control.
- Diagramming & Rendering Design Services Professional diagramming and rendering services for lighting designers, providing photometric-based diagrams and realistic 3D renderings for outdoor lighting project presentations.
- Replacement LED Components Replacement LED cups, drivers, optics, and mechanical components for Sterling Lighting fixture models (SL01, SL04, SL06, SL07, SL11, SL12, SL21, SL23, SL24, SL31, SL33); supports professional installer self-service maintenance and field repair.
- Lighting Installation Accessories Mounting hardware including extension stems, stakes, surface/gutter/tree mounts, shrouds, wire connectors, colored cups, and installation tools; supports professional installation of Sterling Lighting luminaires.
- Starter and Demo Kits Pre-configured sample packs and demo kits for contractors to showcase Sterling Lighting products to prospective clients.
Quantifiable outcome
- Color Rendering Index (CRI) of 97+
- +3 more outcomes
Companies that use Sterling Lighting
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Sterling Lighting technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Sterling Lighting partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered regional, core and minor.
- Island Villa LightingregionalIsland Villa Lighting became the exclusive international reseller of Sterling Lighting products in the Turks and Caicos region, expanding Sterling's geographic reach beyond North American direct sales.
- LutroncoreSterling Lighting offers Lutron automation products including Caséta, RadioRA 3, and RA2 systems for smart landscape lighting control. These products are integrated into Sterling's automation collection for professional installers.
- Eleftheria DekominorRenowned lighting designer who collaborated with co-founder Patrick Harders during Sterling Summit to develop the SL19 Area Light concept from a field problem to a purpose-built product.
- Imagine Outdoor LightingminorTom Fenig, now Sales Development at Sterling Lighting, previously founded and operated Imagine Outdoor Lighting alongside his wife and daughter, bringing extensive outdoor lighting industry experience.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Sterling Lighting competitors and assessment
Company assessmentDirect peers
- Unique Lighting Systems: Manufacturer of professional-grade landscape lighting fixtures, transformers, and accessories sold through contractor channels. Comparable in product ecosystem and direct-to-installer GTM.
- Alliance Outdoor Lighting: Specialty manufacturer of LED landscape lighting fixtures and low-voltage transformers serving professional installers. Comparable in product mix, contractor channel, and premium-tier positioning.
- Brilliance LED: Specialist in LED landscape lighting including fixtures, transformers, and controls, focused on the professional contractor channel. Directly comparable in LED-only focus and contractor GTM.
- Kichler Landscape Lighting: One of the largest landscape lighting brands in North America, offering LED path, flood, and accent fixtures with strong contractor and distributor channels. Comparable in product breadth and target customer (professional installers).
- Cast Lighting: Solid brass landscape lighting fixture maker positioned in the premium tier for landscape professionals. Comparable material choice (brass) and professional contractor customer profile.
- FX Luminaire: Premium-grade landscape and architectural LED lighting manufacturer serving professional contractors and designers. Closest direct competitor to Sterling in fixture category, materials quality, and contractor channel focus.
- Vista Professional Outdoor Lighting: Specialist in low-voltage landscape and architectural lighting fixtures for residential and commercial projects. Competes directly with Sterling on fixture design, contractor distribution, and premium positioning.
Broad incumbents
- Hadco / Hubbell Lighting: Hadco (a Hubbell brand) is a long-standing manufacturer of commercial-grade landscape and outdoor lighting. Much larger parent provides broader distribution, more SKUs, and greater R&D resources than Sterling.
- Hinkley Lighting: Established lighting manufacturer with a significant landscape and outdoor living product line. Overlaps with Sterling on premium outdoor fixtures but operates at a much broader portfolio scale.
- WAC Landscape Lighting: WAC Lighting's outdoor/landscape division offers a broad line of architectural and landscape LED fixtures. Larger parent (WAC) gives it broader portfolio and distribution scale than Sterling.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Sterling Lighting social profiles
Digital presenceSterling Lighting financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sterling Lighting leadership team
Management profileNumber of profiles
Profiles4 records
Sterling Lighting funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sterling Lighting 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 Sterling Lighting
What does Sterling Lighting do?
Sterling Lighting manufactures and sells premium LED landscape and architectural lighting fixtures—including up lights, mini floods, path lights, area lights, wash lights, well lights, hardscape lights, underwater lights, and specialty fixtures—built with marine-grade virgin brass and proprietary custom-engineered LED sources. The portfolio is rounded out by magnetic low-voltage transformers (150W, 300W, 600W), Lutron-based automation products, replacement LED components, mounting accessories, and professional diagramming/rendering design services. All products are sold directly to approved landscape lighting professionals at wholesale pricing.
Is Sterling Lighting a public or private company?
Sterling Lighting is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sterling Lighting founded?
Sterling Lighting was founded in 2011. It employs 11 to 50 people.
Where is Sterling Lighting based?
Sterling Lighting is headquartered in Danville, United States, in the North America region.
How does Sterling Lighting make money?
Five revenue lines are on record. Luminaire Sales are the primary driver. The others are replacement Components, transformers and Controls, design Services and starter and Demo Kits.
Who are Sterling Lighting's main competitors?
Direct peers on record are Unique Lighting Systems, Alliance Outdoor Lighting, Brilliance LED, Kichler Landscape Lighting, Cast Lighting, FX Luminaire and Vista Professional Outdoor Lighting. Broad incumbents are Hadco / Hubbell Lighting, Hinkley Lighting and WAC Landscape Lighting.
Does Sterling Lighting have an API?
No public API is recorded for Sterling Lighting.
What industry is Sterling Lighting in?
Sterling Lighting's product category is Landscape Lighting Fixtures. Its primary akta.pro industry code is IMAGAIAB, Outdoor & Area Lighting (Street, Roadway, Parking, Flood, Sports/Architectural exterior), with a secondary code of IMAGAIAJ, LED Drivers, Ballasts & Power Modules for Lighting (Constant-current/voltage drivers, ballasts, control gear). Its NAICS code is 3351 and its SIC code is 3640.