What Engineered Representation does

Engineered Representation, Inc. (ERI), doing business as ERI, is a privately held manufacturers' representative agency founded in 1995 by Randy Janicek and Herb Kober and headquartered in Neenah, Wisconsin, with a second office in Wauwatosa. The company sells lighting, shading, smart-controls, and electrical infrastructure products on behalf of multiple manufacturers — including Lutron, Cree Lighting, GE Current, Arlington, Maxim Lighting, Light Efficient Design, and Solera Solar — to electrical distributors, contractors, and specifiers across Wisconsin and the Upper Peninsula of Michigan. ERI does not manufacture products; its portfolio spans residential smart-lighting systems (Lutron Caséta, Radio RA3, RA2 Select, Sunnata, Diva, Paddle Pico), commercial lighting controls (Lutron Vive, Athena), LED indoor and outdoor fixtures (Cree OSQ, RUL, VuePoint, CDR; GE Current ABV4, EWAS, Albeo PHB/ARC, TriGain), electrical accessories (Arlington Steel Snap2It, Steel T-Box, SliderBar, Drop In Floor Box Kits), Maxim CounterMax under-cabinet lighting, germicidal UVC towers, Solera solar area lights, and breezEV EV chargers.

ERI operates a channel-partner go-to-market in which it earns commissions from manufacturers on sales generated through its distribution network in its territory. The business is structured around two offices staffed by outside sales, inside sales, quotations, project management, controls application specialists, and customer service. Co-founder Randy Janicek continues as Principal/Outside Sales, supported by a VP of Sales and a Controls and Applications Manager, with the organization carrying over 200 years of combined electrical industry experience. Key risks to the thesis are geographic concentration in a single two-state region, dependence on continued manufacturer line assignments, and the absence of any disclosed proprietary technology or AI-enabled tooling that would differentiate ERI from other NEMRA-affiliated rep agencies.

Name

Engineered Representation

Legal name

Engineered Representation, Inc.

Website

https://engineeredrepinc.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Engineered Representation is a Wisconsin-based manufacturers' representative agency selling lighting, shading, controls, and electrical products on behalf of brands like Lutron, Cree, and GE Current to distributors and contractors across Wisconsin and the Upper Peninsula of Michigan.

Ownership category

akta.pro rank

Headquarters

HQ city

Neenah

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Manufacturers' Representative Commissions: ERI operates as a manufacturers' representative earning commissions from the manufacturers they represent for sales generated through their distribution network in the Wisconsin/Upper Michigan territory.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Engineered Representation, Inc. (ERI) operates as a manufacturers' representative agency, representing multiple lighting and electrical product manufacturers and selling their products through distribution channels in the Wisconsin and Upper Michigan territory. The company carries a complete offering of lighting, shades, control systems, and electrical accessories for commercial, industrial, and residential projects, partnering with brands such as Lutron, Cree Lighting, GE Current, Arlington, Maxim Lighting, Light Efficient Design, and Solera Solar.

Product overview

Engineered Representation is a manufacturers' representative agency serving Wisconsin and Upper Michigan territory, offering a comprehensive portfolio of lighting products, shades, control systems, and electrical accessories. Their product portfolio centers on multiple product categories: (1) Lutron lighting control systems including Caséta, Vive, Radio RA3, RA2 Select, Athena, Sunnata, Diva, Paddle Pico, and Palladiom Shading for residential and commercial applications; (2) Cree Lighting indoor and outdoor products including OSQ Pathway, RUL utility luminaire, VuePoint high bay, and CDR Series retrofit downlights; (3) GE Current products including EWAS wall packs, ABV4 high bay, and TriGain technology; (4) Current by GE industrial high bay lights including Albeo PHB and ARC series; (5) Arlington electrical accessories including Steel T-Box, Steel Snap2It, SliderBar, and Drop In floor box kits; (6) Maxim CounterMax under cabinet lighting; (7) specialty products including LED UVC Tower for germicidal applications, Solera Solar Area Lights, and breezEV electric vehicle chargers. The company does not manufacture products but represents multiple manufacturer brands as a sales representative agency.

Differentiator

Problem solved

Functional benefit

Products and services

• Lutron Caséta Smart lighting control system offering wireless control of lights, shades, and temperature from smart devices at an affordable price point, represented by ERI for residential customers.
• Lutron Vive Wireless lighting control solution for new and existing commercial buildings, offering scalable solutions with up to 70% labor reduction during installation, represented by ERI for commercial customers.
• Lutron Athena Dynamic lighting control system combining advanced light source with intelligent shades and connected apps for a holistic light experience, represented by ERI for commercial customers.
• Lutron RA2 Select Whole home lighting control system supporting up to 100 devices with smart scheduling, geofencing, and voice control capabilities, represented by ERI for residential customers.
• Lutron RadioRA 3 Whole home lighting control system featuring connected app control and integration capabilities for residential clients, represented by ERI.
• Lutron Sunnata Touch dimmer and switch line featuring latest design and technology with PRO LED+ dimmer for multi-location dimming applications, represented by ERI.
• Lutron Diva Smart Dimmer Smart dimmer featuring the popular Diva design now with smart capabilities, part of the Caséta family, represented by ERI.
• Lutron Palladiom Shading Exposed bracket shading system with advanced drive architecture, quiet performance, and 3-inch total profile for elegant window treatments, represented by ERI.
• Cree Lighting OSQ Pathway OSQ Series pathway and bollard outdoor lighting fixtures for commercial and residential exterior applications, represented by ERI.
• Cree Lighting VuePoint High bay/low bay lighting series providing diffuse, even, and comfortable light with category-leading performance eligible for DLC Premium rebates, represented by ERI.
• Cree Lighting CDR Series Retrofit downlight series offering quick selection and easy installation with three switch selectable CCT and lumen options in 6", 8", and 10" sizes, represented by ERI.
• GE Current EWAS Wall Pack Evolve LED A-Series Wall Pack designed to replace 50W to 400W HID fixtures with significant energy savings, available in Type II, III, and IV optical patterns, represented by ERI.
• GE Current ABV4 High Bay Industry-leading specification high bay providing unrivaled performance and reliability, available with integral Daintree controls, represented by ERI.
• Arlington Steel T Box Steel T-Box for suspended ceiling grids, enabling mounting of fans, fixtures, smoke detectors, security cameras, exit signs, and emergency lighting up to 70 lbs, represented by ERI.
• Arlington Steel Snap2It Steel Snap2It connectors for quick and secure electrical connections in various applications, represented by ERI.
• Arlington Drop In Floor Box Kit UL Listed Drop In floor box kits for fastest way to install a box nearly flush in existing floors, represented by ERI.
• Maxim CounterMax Series Under cabinet lighting series with patent pending gimbal allowing 180 degree rotation, switch selectable color temperatures (4000K, 3000K, 2700K), and direct diode-free even light technology, represented by ERI.
• LED UVC Tower Ultraviolet Germicidal Tower utilizing 253.7nm wavelength for effective killing of surface and airborne pathogens with integrated motion sensor safety deactivation, represented by ERI.
• Solera Solar Area Light Solar area lighting with all-in-one design, easy installation, adjustable positioning, and bright lighting output for outdoor applications, represented by ERI.
• breezEV Electric Vehicle Charger Electric vehicle charger from Light Efficient Design bringing EV charging capabilities to residential and commercial customers, represented by ERI.

Quantifiable outcome

• Energy retrofit jobs pay for themselves

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

15 partnerships are on record, tiered core and minor.

• LutroncoreTechnology or IntegrationMajor manufacturer partner representing Lutron lighting control systems including Caséta, RadioRA 3, Vive, Athena, Palladiom Shading, RA2 Select, Sunnata, and Diva smart dimmers.
• Cree LightingcoreTechnology or IntegrationManufacturer partner for Cree LED lighting products including OSQ Pathway, RUL Series, VuePoint, and CDR Series.
• ArlingtoncoreTechnology or IntegrationManufacturer partner for Arlington electrical products including Steel Snap2It connectors, SliderBar, Steel T Box, and Drop In Floor Box Kits.
• GE CurrentcoreTechnology or IntegrationManufacturer partner for GE Current/GE Current Evolve LED products including ABV4 high bay, EWAS wall pack, and Albeo high bay fixtures.
• Maxim LightingcoreTechnology or IntegrationManufacturer partner for Maxim Lighting products including CounterMax Series under cabinet fixtures.
• Light Efficient DesigncoreTechnology or IntegrationManufacturer partner for LED retrofits, shoebox/wall pack lamps, LED-UVC Tower germicidal products, and breezEV electric vehicle chargers.
• Solera SolarcoreTechnology or IntegrationManufacturer partner for Solera Solar Area Lights - all-in-one solar lighting solutions.
• Wisconsin Builders AssociationminorOthersIndustry affiliation organization.
• Focus on EnergyminorOthersIndustry affiliation - Wisconsin energy efficiency program.
• NAHBminorOthersNational Association of Home Builders - industry affiliation.
• The Electrical League of MilwaukeeminorOthersLocal industry trade association for electrical professionals.
• Metropolitan Builders AssociationminorOthersRegional builders association affiliation.
• NEMRAminorOthersNational Electrical Manufacturers Representatives Association.
• US Green Building CouncilminorOthersOrganization promoting sustainable building practices (LEED).
• IESminorOthersIlluminating Engineering Society - industry standards and education.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Legrand: Global manufacturer of electrical and digital building infrastructure, including Wattstopper lighting controls and On-Q structured wiring. Comparable as a competing manufacturer-principal whose lighting-control lines overlap with Lutron products ERI represents.
• GE Current, a Daintree company: Manufacturer of LED lighting fixtures and controls (Evolve, Albeo, TriGain) currently represented by ERI in Wisconsin/UP Michigan. Comparable as a manufacturer-principal whose own rep-agency decisions directly affect ERI's commissionable volume and territory.
• Hubbell Incorporated: Electrical and lighting products manufacturer with a Hubbell Lighting Solutions division serving commercial and industrial markets. Comparable as a competing manufacturer that distributes through rep agencies and competes for the same Wisconsin specification opportunities.
• Acuity Brands: North America's largest lighting manufacturer (Lithonia, Juno, Hydrel, etc.). Comparable as a major manufacturer that operates an extensive independent rep network and competes with ERI's represented lines (Cree, GE Current) for commercial/industrial specification wins.
• Rexel USA: Global electrical distributor with branches across Wisconsin serving residential, commercial, and industrial contractors. Comparable as the next-tier channel player in the same lighting/electrical ecosystem — its distributor relationships directly shape ERI's manufacturer pull-through.
• Graybar: St. Louis-headquartered electrical and lighting distributor with Wisconsin operations serving contractors, industrials, and utilities. Comparable because it is a primary channel partner that purchases from many of the same manufacturers ERI represents.
• Signify: Parent of Philips Lighting and Color Kinetics, one of the world's largest lighting companies. Comparable as a competing manufacturer-principal whose products compete head-to-head with several lines ERI represents (Cree, GE Current) in commercial and architectural lighting.
• Leviton: Manufacturer of electrical wiring devices, lighting controls, and smart-home solutions. Comparable as a direct competitor to ERI's represented Lutron and Arlington lines in residential and commercial controls and wiring devices.
• Sonepar USA: National electrical distributor with significant Wisconsin branch presence (Viking Electric, etc.). Comparable because it operates in the same lighting/electrical value chain, sells the same categories of products to similar contractors, and competes for the same downstream demand that ERI's manufacturer principals depend on.
• Eaton: Diversified power-management company whose Cooper Lighting Solutions division competes directly with Cree, GE Current, and Acuity in commercial and industrial lighting. Comparable as a manufacturer-principal that operates its own rep network and competes for the same Wisconsin end customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/engineered-representation-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Engineered Representation