LED supplier ready for next step: "Selling light as a result"

At the Canadian Greenhouse Conference in Canada, Dutch Lighting Innovations (DLI) gave a first look at its new global brand positioning, which has since been officially presented. Behind the change is the story of an LED supplier that grew in a short time into a major international player, now employing around 200 people. At the show, CEO Pim van Eijk outlined the company's plans. "We have reached our 2025 goal and are now working on the 2030 plan."

DLI was founded in 2015. From 2020, under new management, the company committed fully to the transition to LED and eventually began manufacturing its own LED fixtures. For years, the focus was on developing and producing new products. "We were constantly making and selling products," says Pim. "Partly because of the enormous growth, production was the steering wheel, the accelerator, and the clutch of the company."

DLI gradually gained market share, and its lights now hang in a growing number of greenhouses. The first generation has been in use for around five to six years. "There is almost no drop in light output and failure rates are very low. Large growers have this checked every year with light measurements. The quality of our products is extremely high, so at some point we told ourselves: we know we are good at what we do, but how do we tell the market?"

© Dutch Lighting InnovationThe new brand positioning was presented in mid-October.

Focus on resultsUnder its new direction, DLI wants to put more emphasis on those results, with the grower at the center. This was already visible in Canada, where the company's trade show booth featured a new green and black design, whereas for years it showed only LED fixtures. "We want to share more results, to show what we have achieved together with our customers."

The transition to LED has moved quickly in recent years. With the help of subsidies, growers switched rapidly to more energy-efficient lighting. In some markets, that stream of subsidies has since declined. More and more greenhouses are now equipped with the latest fixtures and technology, thanks to the rapid development of LED itself. Each new generation improved by a certain percentage. "But you can see that development curve slowly flattening," says Pim.

Data and controlThe biggest gains in LED efficiency have been made, so the DLI CEO expects the market's focus to shift to control. "That is why we will also launch a new control system next year."

DLI is also focusing on the integration of LED into the greenhouse, where data plays an important role. "Growers don't just want to control their lights, they also want to get data back from the greenhouse."

Lighting data allows growers to optimize their cultivation further. "We still see that LED is not always used correctly because of a lack of knowledge. As a result, growers don't reach their targets. As an LED supplier, it is important to us that growers get the maximum out of their crop with LED."

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Converting higher light levels into more productionFor that reason, the key theme for DLI in the coming years is optimizing results with existing LED installations. Pim notes that light levels in greenhouses continue to rise, and crops must be able to convert these increasing amounts of light into production. "We will make sure growers can keep converting ever-higher light levels into more production."

The CEO recognizes that other links in the chain also play a role, such as breeders who can develop new varieties that handle high light levels even better. In tomato, for example, research this year showed that light use efficiency under LED is not yet optimal.

"Together, we want to produce even more food per square meter, but there is often no room to expand greenhouses. How great would it be if we could increase production per square meter through optimal use of lighting?" In countries where greenhouse acreage is declining, such as the Netherlands, higher efficiency per square meter can offset the loss of area.

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North AmericaGreenhouse horticulture is a major market for DLI, but the company is also active in indoor and vertical farming. "We have been active in the indoor market for more than 10 years, and this year we delivered several large projects again. Our focus for vertical farming is on Western Europe, but we are now also receiving inquiries from North America."

An important development in the North American market is DLI's partnership with P.L. Light Systems Canada. "This collaboration helps us deliver good local service, which growers value. We can also produce more efficiently and be closer to the market." In 2027, DLI will also add a new sales manager for North America. "But we remain DLI, we won't become CLI," Pim laughs.

Asian marketDLI's international growth is nonetheless notable. What many people do not know is that the company has had a similar partnership with a Chinese partner for several years, aimed at the Asian market. "We supply LED fixtures to growers in Japan, South Korea, and China, among other countries." Pim explains that partnerships in North America and China are important for the company's international ambitions. "We wanted to be able to assemble in multiple locations for greater flexibility. The final stage of assembly for the European market is still done in the Netherlands, but for the North American market it can now also be done in Canada."

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**What would you have wanted differently?**DLI has now gained a firm foothold in many regions. The company sees growth opportunities in countries where little lighting was used until recently, such as the more southerly Mexico and Spain. "This year we sold our first project in Mexico."

DLI's LED fixtures are strongly represented in tomato and cucumber production, while other crops still offer room for growth. As an example, Dennis Janmaat, Sales Director at DLI, mentions research in eggplant production in which DLI is currently participating. Eggplant growers continue to look for ways to light their crop. DLI wants to help them, just as the growing lighting company aims to support growers even better in optimizing their lighting under its new direction. "You have to dare to ask the question: 'What would you have done differently?'" says Pim. "Then you get answers and information that help you move forward."

© Dutch Lighting InnovationsWith the help of partners, DLI offers a program to thoroughly clean and upgrade older-generation DLI fixtures and put them back on the market with a warranty. That is possible because of the smart and serviceable design of our fixtures, Pim explains.

For more information:

Dutch Lighting Innovations

Lakenblekerstraat 41

1431 GE Aalsmeer

Tel.: +31 297 76 05 00

[email protected]

www.dli.nl