What Hera Lighting does

Hera Lighting, L.P. is a privately held, third-generation family-owned designer and manufacturer of LED lighting systems specializing in retail displays, cabinets, and furniture. Founded in Germany in 1934, the company established its US operations in Norcross, Georgia in 1990 under the leadership of current President Christian Bollrath; the business today is operated as a Georgia limited partnership. Its core product portfolio spans Display Case Lighting (DCL-LED), Linear LED fixtures (ELite-LED family, FreeCut-LED, ThinStick, Stick series), Spotlights (SR, Big6, Eco78, FR, R, ER, Eye, HO), Electrified Shelf Systems (ShelfLED-Kit, SPS Mini, Power Standard), Specialty products (Fabric Lightbox, Panel-LED, FlexSheet, SmartMirror), LED Drivers, and accessories, alongside custom metal/plastic/acrylic fabrication via the Hera Plus division.

The company's technology evolution emphasizes first-to-market LED positioning in retail (2001), integrated driver systems (ELite-LED, 2015), cut-to-length custom fixtures (FreeCut-LED), and most recently an intelligent LED product (Spot-AI, 2024) with AI-driven tunable color, foot traffic monitoring, data analytics, and energy management controlled via Bluetooth/Wi-Fi and an API. The portfolio is supported by DLC, UL, UL EPH/NSF, and CSA certifications, and domestic US production at the Norcross facility designed to cut lead times by 4+ weeks.

Hera Lighting generates revenue through B2B hardware sales of LED products and accessories on a quote-based, multi-year contract pricing model, delivered via direct enterprise field sales (Regional Sales Managers across West, South Central, North Central, Canada, and South Carolina managed by EVP of Sales Brad Stewart), an inside-sales team for smaller accounts, and channel partners including display manufacturers, OEMs, and distributor networks. Customers are concentrated in retail — including majority penetration of top 100 North American retailers — with named relationships at Lowe's (Modular Elite-LED HO across rack displays), The Home Depot (ELite-LED XL HO retrofits), Walgreens (81% energy savings cosmetics signage), Pandora (sole-source Americas partner for 11+ years), and Shoppers Drug Mart (beauty boutique conversion 10+ years), plus applications in office, hospitality, residential, and architectural segments.

Name

Hera Lighting

Legal name

Hera Lighting, L.P.

Website

https://heralighting.com

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

11–50 employees

Short description

Hera Lighting is a privately held, family-owned US manufacturer (founded 1934 in Germany, US operations 1990, headquartered in Norcross, GA) that designs and manufactures LED lighting systems — linear fixtures, spotlights, electrified shelf systems, and the AI-enabled Spot-AI platform — for retail displays, cabinets, and furniture, serving major North American retailers such as Lowe's, Home Depot, Walgreens, and Pandora.

Ownership category

akta.pro rank

Product category

LED Lighting Systems for Retail Displays

NAICS

Commercial, Industrial, and Institutional Electric Lighting Fixture Manufacturing (335132), Electric Lighting Equipment Manufacturing (33513)

SIC

Electric Lighting & Wiring Equipment (3640)

akta.pro primary industry

Specialty & Task/Workstation Lighting (Inspection/task lights, cleanroom/food-grade, portable work lights) (IMAGAIAK)

akta.pro secondary industries

Lighting Controls & Building Integration (Drivers, sensors, dimming, lighting control panels, networked lighting) (IMAGAIAI), Lighting Controls & Smart Lighting Systems (BPABAGAC)

Keywords

• LED retail lighting
• Display case lighting
• Cabinet lighting fixtures
• Electrified shelf systems
• LED drivers and accessories

Headquarters

HQ city

Norcross

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. LED Lighting Fixtures: Sale of LED lighting products including spotlights, linear LED fixtures, tape LEDs, and specialty products for retail, office, hospitality, residential, and architectural applications.
2. LED Drivers and Power Supplies: Constant voltage and constant current LED drivers that ensure optimal performance of low voltage luminaires.
3. LED Accessories: Dimmers, switches, and replacement parts including RCPSDIM remote control dimmers, IR switches, occupancy sensors, and mechanical rocker switches.
4. Electrified Shelf Systems: ShelfLED-Kit, SPS Mini, and Power Standard systems for retail shelf illumination with integrated wire management.
5. Hera Plus Custom Fabrication: Custom metal, plastic and acrylic fabrication including metal frames, mounting brackets, and ground-up builds. Expanded capabilities launched in 2023.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels5 records

Core offering

Hera Lighting designs and manufactures LED lighting systems for retail displays, cabinets, furniture, architectural, hospitality, office, and residential applications. Its portfolio covers spotlights, linear LED fixtures, tape LEDs, electrified shelf systems, LED drivers, accessories, and specialty lighting such as fabric lightboxes and smart mirrors, complemented by the Hera Plus custom metal, plastic, and acrylic fabrication service. Hera also offers Spot-AI, an intelligent LED product combining tunable color, foot traffic monitoring, data analytics, and energy management.

Product overview

Hera Lighting offers a comprehensive portfolio of LED lighting systems for retail displays, cabinets, and furniture. The product portfolio spans multiple categories: Display Case Lighting (DCL-LED) including Upright and Linear variants for retail jewelry and luxury displays; Hera AI featuring Spot-AI, the company's first fully intelligent AI-powered LED product; Linear LED products including ELite-LED family (standard, HO, XL variants), FreeCut-LED cut-to-length system, ThinStick-LED, CStick-LED, Stick series (Stick3, Stick2, StickVE), and Tape products (TapeEven, TapeUltra, TapeBasic, Curve); Spotlight LEDs including SR45, SR68, Big6/2, Eco78, FR68, R55, ER, Eye, and HO variants; Electrified Shelf Systems (ShelfLED-Kit, SPS Mini, Power Standard); Specialty products (Fabric Lightbox-LED SEG, Panel-LED, FlexSheet-LED, SmartMirror-LED, EdenrocVE-LED); LED Drivers (Daisy Drivers 30W/75W/96W, Driver 6W, LED Drivers 10W/18W Dimmable); and LED Accessories (RCPSDIM, StickPSDIM, DIM Control, IR Switch, OC Switch, LED Rocker Switch). Supporting services include Hera Plus custom fabrication for metal, plastic and acrylic components. The company serves major North American retailers including Lowe's, Home Depot, Walgreens, Pandora, and Shoppers Drug Mart.

Differentiator

Problem solved

Functional benefit

Brands

• Hera AI: AI-powered LED lighting platform featuring Spot-AI with tunable color, foot traffic monitoring, data analytics, and energy management capabilities.

Products and services

• DCL-LED (Display Case Lighting) High-quality Display Case Lighting family with elegant yet robust features for illuminating display cases in retail environments such as jewelry and luxury showcases.
• Spot-AI (Hera AI) First fully intelligent LED product combining AI with LED technology. Features AI tunable color (2700K-6500K), foot traffic monitoring, data analytics, and energy management. App-controlled via Bluetooth and WiFi with API interface.
• ELite-LED Linear Fixture Family ELite-LED product family including ELite-LED (T5 LED with integrated driver, half energy vs. T5 fluorescent), ELite-LED HO (high output for large areas), and ELite-LED XL (line-voltage with shared connecting system for easy fluorescent-to-LED retrofits). DLC 5.1 / 5.0 QPL listed.
• FreeCut-LED Cut-to-length linear LED allowing customization to exact length with custom sizes ready in minutes. Frosted lens and u-channel extrusion for high, even light output. 2.5 W/ft, 103 lm/W.
• ThinStick-LED Low-voltage miniature modular linear LED stick with slim aluminum extrusion. Next evolution of the Stick-LED family delivering high output without high energy costs.
• CStick-LED Fully customizable low-voltage linear LED stick with flexible design options for projects with unique design and budget requirements.
• Stick Series LEDs (Stick2-LED, Stick3-LED, StickVE-LED) Miniature linear LEDs including Stick3-LED (convex frosted lens, smooth even illumination), Stick2-LED (ultra-compact, UL EPH listed for food applications), and StickVE-LED (value-engineered, UL EPH approved). Introduced to the USA market in 2008.
• TapeEven-LED COB Tape Chip-on-Board (COB) tape providing continuous, even light output without a lens. Self-adhering flexible LED strip stocked in 196-inch rolls. IP20 rated, 3.44 W/ft.
• TapeUltra-LED Ultra-high output and high efficacy LED tape with higher performance than other LED tapes at competitive pricing.
• TapeBasic-LED Flexible, efficient, and cost-effective introduction to LED tape lighting. Fully customizable and available in multiple color temperatures.
• Curve-LED Fully encapsulated flexible LED providing smooth even illumination for unique applications, designed for 11/64 inch wide by 5/16 inch deep milled grooves.
• SR45-LED Miniature Swivel Spotlight Miniature swivel LED spotlight with high light output and 20-degree swivel and tilt capability. Directional lighting for soffits and displays.
• SR68-LED Recessed Swivel Spotlight Recessed swivel LED spotlight with extremely high light output, fully directional for applications requiring attention to specific areas or objects.
• Big6/2-LED Recessed Swivel Spotlight Recessed swivel LED spotlight with high output developed for applications requiring high directional light output.
• Eco78-LED Flat Recessed Spotlight Economically priced flat recessed LED spotlight with frosted lens reducing glare and providing smooth even illumination. Suitable for surface mount or recessed installation.
• FR68-LED Flat Recessed Spotlight Flat recessed LED spotlight with frosted lens reducing glare; can be surface mounted or recessed for displays, cabinets, and furniture.
• R55-LED High-Quality Low Profile Spotlight High quality low profile LED spotlight with high light output in compact form. Surface mount or recessed for displays, cabinets, and furniture.
• ER-LED Economical Surface-Mounted Spotlight Most economical high-quality surface-mounted LED spotlight ideal for kitchen cabinets, closets, bathrooms, displays, and furniture.
• Eye-LED Miniature Spotlight Miniature LED spotlight perfect for applications with minimal installation dimensions; adds accent lighting with small footprint.
• HO-LED High Output Spotlight High output LED spotlight with 3x high-power full optic LEDs. Available in swivel and non-swivel options for large display cases, soffits, and furniture.
• ShelfLED-Kit Complete made-to-order shelf lighting system with integrated wire management and drivers. Modular system using CStick-LED, SPS Mini, and Daisy driver for easy shelf illumination and re-merchandising.
• SPS Mini Miniature shelf power system for 24V LED lighting with rotate-and-lock shelf plugs for quick, easy re-merchandising.
• Power Standard Fully electrified shelf standard providing fast, easy integration of lighting into display designs; works with 24V LED solutions for flexible re-merchandising. UL 153 and CSA C22.2 No. 12 certified.
• Fabric Lightbox-LED (SEG) Customizable backlighting using Silicon Edge Graphics technology that appears frameless from the front when illuminated. Custom order up to 5 x 10 feet.
• Panel-LED Customizable LED panel made-to-order up to 5 x 10 feet with ultra-slim design. Available with snap frame for easy installation.
• FlexSheet-LED Flexible LED sheet easily cut along grid marks for custom sizes and shapes. Ideal for backlighting graphics, storefronts, columns, walls, and signage.
• SmartMirror-LED Fully customizable mirror with built-in LED lighting featuring touchscreen controls, customizable color presets, and dimming. Designed for cosmetic stores, dressing rooms, and hotels.
• EdenrocVE-LED Flexarm LED reading light for display applications or headboards with flexible arm allowing directional light and high-powered output.
• Daisy Driver Family (30W / 75W / 96W) Constant voltage Class 2 electronic drivers (30W, 75W, 96W) with integrated connectors for daisy-chaining. 30W supports up to 14 daisy-chained drivers, 75W up to 8, and 96W up to 6 with standby mode and soft start.
• Driver 6W and LED Driver 10W / 18W Dimmable Compact constant voltage (6W for 24Vdc LEDs) and constant current (10W; 18W dimmable with 0-10V 10-100% dimming range) drivers for commercial and residential LED applications.
• RCPSDIM Remote Control Dimmer Remote control dimmer for LED light fixtures enabling wireless dimming control up to 50 feet with programmable remote.
• StickPSDIM Dimmer Dimmer for 24Vdc LED light fixtures with 1-10V control signal output for dimming up to 48W of LEDs.
• DIM Control Rotary Dimmer Wired rotary dimming controller for use with StickPSDim and compatible drivers to expand dimmable systems.
• IR Switch Multi-function infrared switch with door contact and motion sensor modes for touch-free operation of 24Vdc LEDs.
• OC Switch Occupancy Sensor Low voltage occupancy sensor switch with human body detection and adjustable on-time from 10 seconds to 3 minutes.
• LED Rocker Switch On/off mechanical rocker switch for use with XL connection system capable of controlling up to 500W of interconnected lights.
• Hera Plus Custom Fabrication Custom metal, plastic and acrylic fabrication services beyond lighting, including metal frames, mounting brackets, and ground-up builds custom manufactured to customer specifications for retail clients and display manufacturers.

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Partnerships

One partnership is on record.

• OneLink Store SolutionscoreChannel Partner/ Reseller/ Distributor · 4 June 2024Hera Lighting became the exclusive LED supplier to OneLink Store Solutions, LLC. OneLink provides interchangeable gondola systems to retailers worldwide. The partnership was formed to expand reach to more customers during development and manufacturing stages of store design, while OneLink gains access to the latest LED products and technology.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Signify (Philips Lighting): Signify is a global lighting leader with extensive retail and connected lighting offerings; it represents a broader portfolio incumbent whose smart retail lighting competes with Hera's Spot-AI platform.
• Acuity Brands: Acuity is a large North American lighting manufacturer with extensive commercial, retail, and connected lighting product lines, providing competitive pressure at the enterprise retail account level.

Direct peers

• Tivoli Lighting: Tivoli produces architectural and retail LED linear and cove lighting, with a comparable customer base of display manufacturers and retail fixture OEMs.
• Elemental LED (Diode LED): Diode LED offers tape, linear, and accent LED lighting systems for commercial and residential applications, comparable to Hera's Tape and FreeCut product families in specification and OEM sales channels.
• Amerlux: Amerlux provides architectural and retail display LED lighting, with comparable downlight and track products used in commercial and retail environments.
• WAC Lighting: WAC designs and manufactures LED fixtures for cabinet, display, and architectural applications, overlapping with Hera's spot, linear, and specialty portfolios across retail and residential channels.
• Boca Flashtech: Boca Flashtech manufactures LED lighting for cabinetry, displays, and furniture, overlapping directly with Hera's under-cabinet and specialty fixture categories.
• American Lighting: American Lighting offers a broad portfolio of linear, tape, and puck LED fixtures for residential and commercial projects, with overlapping product and distribution channels to Hera.
• Tresco Lighting: Tresco specializes in LED lighting for cabinets, closets, and furniture, directly competing with Hera's Stick and Tape product lines in the residential and OEM furniture channels.

Emerging players

• PureEdge Lighting: PureEdge specializes in high-end recessed and linear LED systems for architectural and display applications, competing with Hera in the specification-grade retail and hospitality segments.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/HeraLightingLP
• Facebookfacebook.com/heralighting
• LinkedInlinkedin.com/company/heralighting

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hera Lighting