Del Mar Fans & Lighting

What Del Mar Fans & Lighting does

Del Mar Fans & Lighting is a privately held, online-only specialty retailer founded in 2003 and headquartered in Holly Hill, Florida. The company sells ceiling fans and lighting fixtures to US residential consumers and trade professionals through its e-commerce storefront at delmarfans.com, supported by phone sales at 1-800-724-5501. Catalog breadth is the core commercial asset: more than 3,220 ceiling fan SKUs and an extensive lighting assortment spanning chandeliers, pendants, ceiling lights, wall lights, lamps, outdoor lighting, recessed and track lighting, and replacement bulbs, drawn from more than 15 premium brands including Hunter, Minka-Aire, Modern Forms, Casablanca, Fanimation, Kichler, Craftmade, Maxim, Savoy House, Hinkley, Capital Lighting, Matthews Fan Company, Westinghouse, WAC, and Quorum.

The technology platform is a standard Magento-based e-commerce site (logo asset path references a my_azkarra frontend theme) with product catalog management, customer accounts, loyalty integration, and partner program management. Product-level technical differentiators are largely vendor-supplied rather than proprietary: smart/Wi-Fi fans with Alexa, Google Home Assistant, Minka Aire Bond, and Bluetooth integrations; Energy Star rated and DC motor models for efficiency; and marine-grade fans for coastal environments. The company also operates an SEO-driven educational content library (the Bright Ideas blog) with categorized buying guides, design content, brand spotlights, and a 31,000+ subscriber email newsletter.

Revenue is generated through one-time product sales across ceiling fans, lighting, accessories, and home decor, supplemented by a recurring loyalty mechanic (Del Mar Rewards: 1 point per dollar, 100 points = $1) and a tiered B2B Elite Partner Program for trade professionals offering Silver (10%), Gold (15%), and Platinum (20%) discount levels with dedicated account managers. Average consumer order values are not disclosed, but product prices span from under $100 (entry-level Westinghouse fans) to $1,000+ (luxury Maxim Wifi Fandelight series), with $200-$500 representing the mid-range. Free shipping is offered on orders above $40, and trade accounts qualify for free shipping, will-call options, and tax exemption. The company operates with 11-50 employees, no disclosed outside funding, and no parent or subsidiary structure.

Name

Del Mar Fans & Lighting

Legal name

Del Mar Fans & Lighting

Website

https://delmarfans.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Online specialty retailer of ceiling fans and lighting fixtures founded in 2003 and headquartered in Holly Hill, Florida, serving US residential homeowners and trade professionals through a DTC e-commerce storefront and a tiered B2B Elite Partner Program aggregating 15+ premium brands.

Ownership category

akta.pro rank

Product category

Ceiling Fans & Lighting

NAICS

Residential Electric Lighting Fixture Manufacturing (335131), Electric Lighting Equipment Manufacturing (3351)

SIC

Electric Housewares & Fans (3634), Electric Lighting & Wiring Equipment (3640)

akta.pro primary industry

Ceiling Fans Retail (Standard, Low-Profile, Outdoor) (CRAIAHAB)

akta.pro secondary industries

Commercial & Industrial Lighting Retail (High Bay, Troffers, Warehouse) (CRAIAHAG), Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)

Keywords

• Ceiling fans
• Lighting fixtures
• Fan accessories
• Outdoor lighting
• Patio heaters

Headquarters

HQ city

Holly Hill

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales - Ceiling Fans: Direct sales of ceiling fans including indoor, outdoor, wet-rated, damp-rated, marine grade, smart/Wi-Fi enabled, and LED-integrated models. Wide price range from under $100 to over $1,000+.
2. Product Sales - Lighting: Direct sales of lighting products including chandeliers, pendants, ceiling lights, wall lights, lamps, and outdoor lighting. Products include LED, halogen, incandescent, and fluorescent options.
3. Accessories: Sales of fan accessories (remotes, downrods, controls), lighting accessories (medallions, light bulbs, cabinet lighting), and replacement parts.
4. Home Decor: Sales of home decor items including vases, wall art, sculptures, candle holders, bookends, trays, bowls, and plates.
5. Rewards Program: Loyalty program where customers earn 1 point per dollar spent. Points redeemable at 100 points = $1 toward future purchases. Points expire after 365 days of non-use.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Del Mar Fans & Lighting is an online specialty retailer that sells residential ceiling fans, indoor and outdoor lighting fixtures, light bulbs, home decor, patio heaters, and fan/lighting accessories from 150+ brands. The company serves individual homeowners across all 50 U.S. states and operates a dedicated B2B Elite Partner Program offering trade professionals tiered discounts and account management services.

Product overview

Del Mar Fans & Lighting operates an e-commerce platform offering an extensive portfolio of ceiling fans and lighting products. The core offerings include ceiling fans (indoor, outdoor, marine grade, smart Wi-Fi enabled, LED, and low profile/hugger styles) and comprehensive lighting solutions (chandeliers, pendant lights, ceiling lights, wall lights, lamps, and outdoor lighting). The company also sells home decor accessories, patio heaters, and offers fan/lighting accessories and replacement bulbs. They serve both consumer and B2B markets through a trade partner program with tiered discounts. The business operates customer loyalty rewards and provides educational resources through a blog/education center. Products span numerous designer brands including Hunter, Minka-Aire, Casablanca, Fanimation, Kichler, Modern Forms, Craftmade, Capital Lighting, Savoy House, and many others.

Differentiator

Problem solved

Functional benefit

Products and services

• Ceiling Fans Online retail of indoor, outdoor, smart, and energy-efficient ceiling fans from 150+ brands, sold to homeowners and trade professionals across the U.S.
• Lighting Fixtures Online retail of chandeliers, pendants, flush mounts, wall sconces, bathroom, kitchen, and outdoor lighting fixtures sold to residential and trade customers.
• Light Bulbs Online retail of LED, CFL, halogen, and specialty light bulbs sold to homeowners needing replacement or compatible bulbs for purchased fixtures.
• Home Decor Online retail of home decor accessories sold to homeowners seeking to complement their lighting and fan purchases.
• Patio Heaters Online retail of patio heaters for outdoor residential and commercial spaces, sold alongside outdoor lighting and outdoor fans.
• Fan Accessories Online retail of ceiling fan accessories and replacement parts sold to homeowners customizing or maintaining installed fans.
• Lighting Accessories Online retail of lighting accessories and replacement parts sold to homeowners customizing or maintaining installed fixtures.
• Elite Partner Program A B2B trade program offering Silver, Gold, and Platinum tiers with tiered discounts (15-25%), dedicated account managers, and exclusive pricing for designers, contractors, architects, and builders purchasing ceiling fans and lighting for client installations.

Quantifiable outcome

• Energy savings: Ceiling fans use 97% less energy than central AC (65W vs 2,500W)
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Capital LightingcoreChannel Partner/ Reseller/ DistributorReseller of Capital Lighting products. Over 800 Capital Lighting products available. Capital Lighting provides innovations in light fixtures with traditional and modern styles including hanging pendants, decorative chandeliers, and UL-rated outdoor lighting.
• Minka-AirecoreChannel Partner/ Reseller/ DistributorMajor brand partner offering ceiling fans including Smart/Wi-Fi enabled models, outdoor rated fans, LED integrated fans, and designer series. Featured in top-selling products.
• Hunter Fan CompanycoreChannel Partner/ Reseller/ DistributorTop brand for ceiling fans including outdoor, indoor, hugger/low profile, and industrial models. Featured in top-selling products on the platform.
• Modern FormscoreChannel Partner/ Reseller/ DistributorPremium brand partner offering smart/Wi-Fi enabled ceiling fans, outdoor rated models, and designer fans with LED technology. Featured in luxury fan selections.
• KichlercoreChannel Partner/ Reseller/ DistributorMajor ceiling fan and lighting brand partner with products including damp-rated, wet-rated, and decorative fixtures. Featured in various product categories.
• FanimationcoreChannel Partner/ Reseller/ DistributorDesigner ceiling fan brand partner known for innovative and stylish fan designs including outdoor and smart-enabled models.
• CraftmadecoreChannel Partner/ Reseller/ DistributorLarge brand partner offering extensive ceiling fan selection including indoor, outdoor, damp-rated, and wet-rated models with various styles.
• Maxim LightingcoreChannel Partner/ Reseller/ DistributorPremium brand featuring Wifi Fandelight series and designer ceiling fans. Products include high-end decorative fans with integrated lighting technology.
• HinkleycoreChannel Partner/ Reseller/ DistributorCeiling fan brand partner offering smart fans, LED integrated models, and outdoor rated options for various applications.
• Matthews Fan CompanycoreChannel Partner/ Reseller/ DistributorDesigner fan brand featuring high-end residential and commercial fans including the Irene series and marine grade options.
• Savoy House LightingcoreChannel Partner/ Reseller/ DistributorMajor lighting and ceiling fan brand partner with extensive product range including chandeliers, pendants, and decorative fans.
• CasablancacoreChannel Partner/ Reseller/ DistributorEstablished ceiling fan brand offering indoor and outdoor models known for quality construction and design variety.
• WestinghousecoreChannel Partner/ Reseller/ DistributorBrand partner offering reliable and affordable ceiling fans for various room sizes and applications.
• WAC LightingminorChannel Partner/ Reseller/ DistributorLighting and fan brand partner focused on contemporary and modern designs with energy-efficient options.
• Quorum LightingminorChannel Partner/ Reseller/ DistributorCeiling fan and lighting brand with distinctive designs and competitive pricing in the mid-range segment.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Houzz: Home design marketplace and retailer with strong trade professional network, carrying lighting and fan products. Comparable to Del Mar in serving both homeowners and trade professionals with project-driven purchasing.
• Amazon: Dominant online marketplace listing ceiling fans and lighting from virtually all of Del Mar's brand partners, often with Prime fulfillment. Comparable product overlap and the primary structural competitor for online ceiling fan and lighting purchases.
• Wayfair: Mass-market online home goods retailer carrying ceiling fans, lighting, and home décor from many of the same brands as Del Mar. Comparable product overlap but vastly broader assortment, scale, and marketing budget.
• The Home Depot: Largest US home improvement retailer carrying Hunter and other ceiling fan brands, lighting fixtures, and outdoor lighting. Comparable product overlap with Del Mar's specialty assortment but with massive scale and omnichannel reach.
• Lowe's: Major US home improvement retailer with significant ceiling fan, lighting, and outdoor lighting assortments. Competes with Del Mar on the same Hunter, Casablanca, and other brand SKUs at scale.

Direct peers

• YLighting: Online lighting specialist offering ceiling fans, modern fixtures, and outdoor lighting from premium brands. Comparable to Del Mar's catalog structure, brand assortment, and content-driven e-commerce approach.
• Lumens: Online specialty retailer of modern lighting, ceiling fans, and home furnishings. Comparable to Del Mar in curated catalog of premium and mid-tier lighting brands and direct-to-consumer e-commerce model.
• Lamps Plus: Long-standing US retailer of lighting fixtures, ceiling fans, and home décor with both online and physical store presence. Directly comparable to Del Mar in product mix (lighting, fans, accessories) and target customer (homeowners and trade).
• Lighting Direct: E-commerce-focused lighting retailer offering chandeliers, pendants, ceiling fans, and outdoor fixtures. Comparable to Del Mar in product categories, brand partnerships, and online-only or online-led retail model.
• Build.com (now part of Ferguson): Online retailer of home improvement products including ceiling fans, lighting, and plumbing fixtures with a dedicated pro/trade program. Comparable to Del Mar in B2B Elite Partner Program structure and product overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/DelMarFans
• Facebookfacebook.com/DelMarFans

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Del Mar Fans & Lighting