Aurora Group announces changes to brand structure

(UK) – International LED manufacturer implements three key changes to streamline brands for preparation into smart environments.

The Aurora Group has announced three key changes to its brand structure and market strategy to ensure the delivery of its new corporate mission – creating ‘Value Beyond Illumination’. This reflects Aurora’s commitment to the integration of new smart technologies in LED lighting and the associated Software as a Service (SaaS) proposition, which is set to change the way lighting is sold and monetised.

Microlights and Aurora Projects are merging under the Aurora brand to focus on the launch and development of Lighting 3.0 with Gooee Inside and to reposition itself as lighting’s smartest global brand; Aurora signed a license agreement in February 2015 with Gooee, the creator of the full-stack IoT lighting platform; and Enlite, which was launched in 2013, is set to become the core trade brand for the Group.

Microlights, the retail lighting specialists with over 30 years experience, has been part of the Aurora Group since 2009, and has a proven history in helping its customers improve their sales through specialist lighting applications.

By altering the way the Aurora Group is structured, it can capitalise on an ever-increasing number of opportunities, driven by the rapid evolution of the lighting industry. In doing so it can continue to offer the best products, the most up-to-date solutions, and the highest levels of customer satisfaction.

Andrew Johnson, Aurora Group’s CEO, said: “We currently focus on trade with Aurora and Enlite, however we plan to broaden our offering and channel our brands differently moving forward. By merging Microlights and Aurora Projects, we are positioning ourselves for the launch of next generation of smart luminaires and services whilst expanding national and international project-based solutions across five different sectors – retail, education, healthcare, commercial and industrial verticals – and maintaining our trade channel.”

Enlite offers products that are big on performance, high in quality and low on price through a dedicated sales team. Designed and manufactured to the highest standards of quality and reliability, Enlite products ensure trouble-free installation and maintenance.

“Globally, Enlite has performed exceptionally well since its launch and we consider it to be a highly successful trade offering. Providing quality products at mass market prices, it will increasingly become our core trade offer,” said Richard Sells, Aurora’s Group Managing Director.

Over the past few years, the Aurora Group has been growing at a rapid pace with lifetime sales in excess of US$1billion, expanding and transforming into a global lighting organisation.

Neil Salt, Managing Director of Aurora’s newly formed Smart division, commented: “We are all experiencing a paradigm shift as technology brings disruptive changes to our industry. Aurora is optimising its brands, strategy and product portfolio to develop the next generation of Lighting 3.0. Our license agreement with Gooee to use its IoT lighting ecosystem is the first milestone towards achieving our goals as we look forward to 2016 and beyond.”

Demonstrating the capabilities of Lighting 3.0 at LuxLive 2015, one of Europe’s largest lighting exhibitions, Aurora is the first lighting manufacturer to provide an insight into smart lighting using ‘Gooee Inside’.

“The integration of our brands will further shape the profile of the Aurora Group as a fast growing international smart lighting company whilst leveraging Aurora’s global brand equity. It will stand us in good stead for this new generation in lighting,” concluded Salt.