THE SHOWROOM FLOOR
Destination Illumination Sescolite Lighting leads the way in showroom renovation www.sescolite.com
In the ever-changing lighting industry, how has one showroom managed to stay relevant for over six decades? Sescolite Lighting has seen countless changes in styles, innovations and technology over the years. With a long history dedicated to providing their customers with great service and selection, Sescolite’s Toronto showroom in Ontario, Canada, recently underwent a dramatic transformation. Founded in 1920, Sescolite got its start as SESCO (Superior Electrical Supply Company), an electrical supply store in downtown Toronto. In 1959, SESCO moved to what is now the Castlefield Design District and in the early ’70s opened a second location in Burlington. When the company changed ownership in 1994, the business was divided into two segments: electrical supply and decorative lighting. The electrical supply division was sold as SESCO, and the decorative lighting division continued on to operate as Sescolite Lighting. “Our rich history and dedication to quality and superior service has enabled Sescolite to ride out many periods of economic instability and evolve with the changing demands of our customers,” said Nisa Cornforth, vice president of sales and marketing at Sescolite. “Good service and quality must be the foundation to any longlasting, successful business.” Cornforth has been with Sescolite for five years, overseeing everything from product selection and merchandising to sales, staffing and inventory. In 2013, Sescolite was sold to a private equity firm and has since undergone many changes to keep up with increased online competition and customer needs. They recently installed a new web-based computer system, and their lighting consultants have been equipped with tablets to provide instant stock and pricing information. However, the biggest change was renovating their Toronto showroom to add new displays and galleries. Artwork, furnishings, mirrors and light fixtures are displayed in stylish settings, giving customers a context to envision the products in their own homes. These changes were necessary, as Cornforth believes that as online shopping becomes more and more popular, showrooms must evolve to stay relevant. “We can no longer exist as cluttered, dusty rooms with hundreds of fixtures mounted to the ceiling and walls. We must offer something better.” In the renovation, Sescolite allotted more showroom space per lighting fixture and created merchandising plans to keep like fixtures together. In addition, Sescolite strives to select unique pieces, as clients will too often see the same fixtures displayed from store to store. “At Sescolite, we believe that lighting is an integral part of any decor and as personal as a piece of art,” said Cornforth. “The light fixture or effect can completely enhance a room’s appearance.” As far as lighting trends go, she has 36
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Hudson Valley’s Bari chandelier on display in Sescolite Lighting
recently noticed a strong demand from customers for anything vintage. “People have really developed an understanding of the 50s and 60s modern aesthetic and are infusing this look into their current decor.” Wireless lighting control systems and sound systems are also increasingly in demand, she’s noticed, along with LED bulbs and fixtures. Sescolite has the largest Troy Lighting and Hudson Valley Lighting® galleries in Canada, as well as a new installation of Corbett Lighting pieces. “We have a true partnership with Littman Brands,” said Cornforth. “They continue to provide solutions to issues, from immediate shipping of replacement parts and fixtures to assistance planning our galleries and selecting products. They have a clear understanding of what a longterm partnership involves.” Sescolite’s galleries were designed to help communicate the aesthetic of each brand. For example, Troy’s gallery has warm charcoal grey walls and sconces mounted on distressed cement panels to showcase Troy’s vintage industrial aesthetic. “Our clients have no trouble envisioning these fixtures in their downtown loft or at their cottage in the Muskokas,” said Cornforth, referencing a scenic region north of Toronto. Hudson Valley has a large open gallery with white wall panels and wainscoting and simple crystal pull chains to turn the fixtures on and off. Meanwhile, frosted French doors with crystal handles line Corbett’s gallery, and the wall sconces are framed with champagne silver trim that ties in with the hand-applied finishes on many Corbett pieces. Even as online competition increases, Cornforth believes the showroom experience is just as important as ever. “The phrase ‘a picture can’t do it justice’ couldn’t be more true in the world of lighting. Not only do showrooms display products so consumers can touch, feel and see the way a light shines, but we offer a stability and an assurance that if there is a problem, we will be there to help them solve any issues they might 2 015 | LIT TMANB RANDS .CO M
have.” She cites a recent blog entry from a woman who purchased a light fixture online only to discover that between the exchange rate and duty, she ultimately paid the same price for a fixture that turned out to be too big – and too costly to return. “Our staff would have qualified her selection and ensured that she wouldn’t hit her head on it once it was installed. We will make all the effort to find just the right light.” Ultimately, Sescolite offers a comfortable and social destination where clients can watch presentations by lighting manufacturers or designers can spread out plans and samples – all surrounded by a friendly and knowledgeable staff. “At Sescolite we are committed to offering the consumer an experience. We aim to be a showplace for the industry’s best lighting.” A renovation of Sescolite’s Burlington location is planned for later this year. For more information, visit their website at www.sescolite.com.
Corbett’s Chimera pendant
“Our Troy Lighting gallery looks like it belongs in a loft in the Distillery District,” said Nisa Cornforth, referring to a Toronto neighborhood known for its industrial architecture
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