Alliance Lighting
Alliance Lighting is a privately held manufacturers' representative and distributor of 50+ commercial and residential lighting brands, serving architects, lighting designers, interior designers, engineers, and contractors across the Washington DC, Maryland, and Northern Virginia territory with design support and specification services.
- Company typePrivate
- Founded1998
- HeadquartersColumbia, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Alliance Lighting does
Alliance Lighting is a privately held commercial and residential lighting manufacturers' representative and distributor founded in 1998 and headquartered in Columbia, Maryland. The firm represents more than 50 lighting manufacturers — including PMC Lighting, Louis Poulsen, iGuzzini, Cooledge, Whitegoods, Sattler, LightArt, and Linea Light — across a territory covering Washington DC, Maryland, and Northern Virginia. Its core offering combines hardware distribution (decorative, architectural, exterior, and acoustic lighting fixtures plus controls) with technical design-support services, including photometric studies, submittal review, site visits, specifications support, lighting calculations, and product samples. The company also operates the "A Spec Suite In A Box" curated quick-ship program for expedited project fulfillment.
The business model is a commissioned sales agency: Alliance earns margins on the products it specifies and sells into construction projects. Its go-to-market is consultative and relationship-driven, executed through an outside Design Sales team that works directly with architects, lighting designers, interior designers, and engineers in the field, complemented by an inside Quotations team that handles bids, pricing, and project handoff. Marquee specification wins include the Fannie Mae Midtown Center in Washington DC (SHoP Architects, MCLA lighting design), the Bottega Veneta Tokyo Ginza store exterior (Cooledge TILE), and The Metropolitan at Rockville upscale apartments. Education is a secondary platform: Alliance University delivers AIA-approved continuing education courses, and Netflux is a video series showcasing manufacturer products and lighting techniques.
Alliance Lighting is led by President Mike Devlin and VP of Design Sales Joe Faass, with a Director of Specification Sales, five additional Design Sales representatives, a three-person Quotations function, a Customer Service team, and an Administrative/Accounting manager. The firm is privately held with no disclosed institutional investors or PE/VC backing and operates from a single headquarters near BWI airport along the I-95 corridor. Pricing is quote-based per project, with select partner brands offered through 24-48 hour quickship programs (e.g., Oxygen Lighting) stocked regionally outside the DC area.
Alliance Lighting firmographics
Firmographics- Name
- Alliance Lighting
- Legal name
- Alliance Lighting
- Website
- https://alliancelighting.us
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Alliance Lighting is a privately held manufacturers' representative and distributor of 50+ commercial and residential lighting brands, serving architects, lighting designers, interior designers, engineers, and contractors across the Washington DC, Maryland, and Northern Virginia territory with design support and specification services.
- Ownership category
- akta.pro rank
Alliance Lighting industry classification
Industry- Product category
- Commercial Lighting Distribution and Design Support
- NAICS
- Electric Lighting Equipment Manufacturing (33513), Commercial, Industrial, and Institutional Electric Lighting Fixture Manufacturing (335132)
- SIC
- Electric Lighting & Wiring Equipment (3640)
- akta.pro primary industry
- Lighting Design Services (BPAHAKAJ)
- akta.pro secondary industry
- Commercial & Industrial Lighting Retail (High Bay, Troffers, Warehouse) (CRAIAHAG)
Keywords
Where Alliance Lighting is headquartered
LocationHeadquarters
- HQ city
- Columbia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Alliance Lighting business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Lighting Product Sales: Alliance Lighting generates revenue by representing and selling lighting products from multiple manufacturers to the design community (architects, lighting designers, interior designers, engineers) and their clients/contractors. They act as a manufacturers' representative, earning commissions or margins on product sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | B2B project-based pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Alliance Lighting product offering
Product offeringCore offering
Alliance Lighting is a lighting manufacturers' representative and design-support agency that sells and distributes commercial and residential lighting fixtures and controls on behalf of 50+ manufacturers. Its offering combines lighting product distribution (LED systems, architectural and decorative fixtures, controls) with consultative design services including lighting selection assistance, photometric studies, submittal review, site visits, and specifications support for the architectural design community. The company also operates the "A Spec Suite In A Box" quick-ship package program and provides continuing education through Alliance University and the Netflux video series.
Product overview
Alliance Lighting is a lighting sales agency and design consultancy offering commercial and residential lighting solutions, representing over 50 manufacturer brands. Their core offering combines product distribution with design support services including photometric studies, lighting calculations, and specifications assistance. The company operates the 'A Spec Suite In A Box' quick-ship program for rapid project fulfillment. Educational initiatives include Alliance University for AIA continuing education credits and the Netflux video series for product education. Key represented brands include PMC Lighting, Whitegoods, Cooledge, Linea Light, Louis Poulsen, LightArt, Lightnet, Sattler, and many other architectural and decorative lighting manufacturers.
Differentiator
Problem solved
Functional benefit
Products and services
- Commercial and Residential Lighting Solutions Sales and distribution of commercial and residential lighting fixtures, LED systems, and controls on behalf of 50+ lighting manufacturers, supported by design assistance from concept through installation. Target customers are the architectural design community, contractors, and end-user clients in the DC metro area.
- LED Systems Design Support Technical design assistance for LED lighting system implementations, including photometric studies, lighting calculations, and specifications support. Provided to architects, lighting designers, interior designers, and engineers specifying commercial and residential lighting projects.
- A Spec Suite In A Box Curated quick-ship lighting package program combining 2x2 and 2x4 panels, downlights, LED tape light, decorative fixtures, track lighting, and exit signs from multiple represented manufacturers into a single rapid-fulfillment suite for fast-track commercial and residential projects.
- PMC Lighting Products (I Need It Now Quickship) American-made lighting solutions including 2x2 and 2x4 panels, rings, and anti-microbial lighting options available through PMC's I Need It Now quickship program for rapid fulfillment.
- Oxygen Lighting Products (24–48 Hour Quickship) Decorative lighting fixtures stocked in Texas with 24–48 hour quickship availability for fast-track commercial and residential projects.
- Louis Poulsen Architectural Lighting Products Danish lighting design products including the Flindt Bollard and Attractive Design residential collection, distributed to the DC metro area design community.
- iGuzzini Architectural Lighting Products Italian architectural lighting design for indoor and outdoor projects distributed to the regional design community.
- JLC-Tech T-bar Lighting Solutions ACT grid replacement T-bar lighting solutions including products for net-zero and sustainable building applications.
- LED Linear Vault Products Flexible linear LED systems including the Vault product with modular flexibility for architectural applications.
- Whitegoods Architectural Lighting Products Architectural linear and surface LED lighting including SM20LDL 20 Linear Surface LED, B100SDL 100 Square Downlight, and Pro Tools Linear 60.
- Cooledge Lighting Products Flexible LED solutions including FABRICloud acoustic luminaires, diode-free imaging LED ribbon, and large area luminous ceiling systems.
- Linea Light iLED Products Exterior and architectural lighting including Loro, Guardian, and Paseo product families for outdoor applications.
- LightArt Acoustic Lighting Solutions Acoustic lighting solutions including Casper Beam customizable fixtures and acoustic panels for conference rooms.
- Lightnet Architectural Office Lighting Architectural office lighting including LiquidLine linear systems for complete office illumination.
Companies that use Alliance Lighting
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Alliance Lighting technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alliance Lighting partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- WhitegoodscoreWhitegoods is a key manufacturer partner represented by Alliance Lighting. Products include SM20LDL (20 Linear Surface LED) and B100SDL (100 Square Downlight) used in projects like The Metropolitan at Rockville.
- Inter-lux (ALM, Linea Light, Sattler, Filix)coreInter-lux group brands including ALM, Linea Light, Sattler, and Filix are represented by Alliance Lighting. Inter-lux luminaires were used in The Metropolitan at Rockville project.
- Cooledge LightingcoreCooledge Lighting is a manufacturer partner. Their FABRICloud acoustic luminaires and TILE lighting products are distributed through Alliance Lighting (used in Bottega Veneta Tokyo project).
- Oxygen LightingcoreOxygen Lighting decorative fixtures are represented by Alliance Lighting. Products are stocked in Texas with 24-48 hour quickship capability.
- Louis PoulsencoreLouis Poulsen is a premium manufacturer partner. Their Flindt Bollard and other products are distributed through Alliance Lighting in the DC metro area.
- PMC LightingcorePMC Lighting (Made in USA) is a key partner. They provide I Need It Now quickship products including 2x2 and 2x4 fixtures and anti-microbial lighting solutions.
- iGuzzinicoreItalian architectural lighting manufacturer iGuzzini is represented by Alliance Lighting.
- JLC-TechminorJLC-Tech T-bar lighting solutions are distributed through Alliance Lighting, including products for net-zero and sustainable projects.
- LightnetminorLightnet is a manufacturer partner featured through Alliance University's virtual showroom tours and educational content.
- IIDA MACminorAlliance Lighting was a Proud 2021 Sponsor of IIDA MAC (International Interior Design Association Mid-Atlantic Chapter), participating in the annual showcase event.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Alliance Lighting competitors and assessment
Company assessmentBroad incumbents
- Signify (Philips Lighting): Global lighting manufacturer (Philips, Color Kinetics) and one of the largest lighting companies in the world. Competes with Alliance's represented brands for specification and represents a major OEM whose go-to-market choices directly shape rep-agency economics.
- Current Lighting (GE Current): Commercial and industrial lighting manufacturer (formerly GE Current / Current, powered by GE). Competes with Alliance's represented brands in architectural and commercial specification channels.
- Hubbell Lighting: Major US lighting and electrical manufacturer (NYSE: HUBB) producing commercial and industrial luminaires. Competes with several of Alliance's represented brands and is a principal counterparty in the rep-agency distribution model.
- Eaton (Cooper Lighting Solutions): Global power management company whose Cooper Lighting Solutions division is a top-tier US lighting manufacturer (Halo, Metalux). Overlaps with Alliance's represented product categories and is a key OEM that could shift rep relationships.
- Regency Lighting: National commercial lighting distributor with showrooms across multiple US markets. Significantly larger scale and broader product portfolio than Alliance Lighting, but overlaps in commercial lighting specification and B2B designer/contractor customer base.
- Voss Lighting: National commercial and industrial lighting distributor with warehouse and showroom footprint across the US. Competes with Alliance for commercial lighting specification business, but at meaningfully larger scale and with a broader industrial-grade product offering.
- Acuity Brands: Large publicly-traded US lighting and lighting controls manufacturer (NYSE: AYI) whose brands (e.g., Gotham, Lithonia) compete with several of Alliance's represented lines for commercial and architectural specification. A principal counterparty in the rep ecosystem that could change rep strategy to direct.
Direct peers
- Lighting One: Cooperative of independent lighting showroom and rep agencies across the US. Direct peer to Alliance in business model — independent lighting showroom/rep serving designers and contractors — with a broader national footprint.
- SESCO Lighting & Electrical Supply: Independent lighting and electrical rep/distributor in the Southeast US. Closest direct comparable: similar manufacturers' rep model, project-based specification sales, and design-community support focus, though in a different geography.
Others
- Leviton: Major US manufacturer of lighting controls, dimmers, and electrical devices, and a complementary ecosystem participant to Alliance's lighting specification business. Competes with the controls portion of Alliance's portfolio rather than its core luminaire offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Alliance Lighting social profiles
Digital presenceAlliance Lighting financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alliance Lighting leadership team
Management profileNumber of profiles
Profiles11 records
Alliance Lighting funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alliance 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 Alliance Lighting
What does Alliance Lighting do?
Alliance Lighting is a lighting manufacturers' representative and design-support agency that sells and distributes commercial and residential lighting fixtures and controls on behalf of 50+ manufacturers. Its offering combines lighting product distribution (LED systems, architectural and decorative fixtures, controls) with consultative design services including lighting selection assistance, photometric studies, submittal review, site visits, and specifications support for the architectural design community. The company also operates the "A Spec Suite In A Box" quick-ship package program and provides continuing education through Alliance University and the Netflux video series.
Is Alliance Lighting a public or private company?
Alliance Lighting is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alliance Lighting founded?
Alliance Lighting was founded in 1998. It employs 11 to 50 people.
Where is Alliance Lighting based?
Alliance Lighting is headquartered in Columbia, United States, in the North America region.
How does Alliance Lighting make money?
One revenue line is on record: lighting Product Sales.
Who are Alliance Lighting's main competitors?
Broad incumbents on record are Signify (Philips Lighting), Current Lighting (GE Current), Hubbell Lighting, Eaton (Cooper Lighting Solutions), Regency Lighting, Voss Lighting and Acuity Brands. Direct peers are Lighting One and SESCO Lighting & Electrical Supply. Leviton is listed as an others.
Does Alliance Lighting have an API?
No public API is recorded for Alliance Lighting.
What industry is Alliance Lighting in?
Alliance Lighting's product category is Commercial Lighting Distribution and Design Support. Its primary akta.pro industry code is BPAHAKAJ, Lighting Design Services, with a secondary code of CRAIAHAG, Commercial & Industrial Lighting Retail (High Bay, Troffers, Warehouse). Its NAICS code is 33513 and its SIC code is 3640.