Deco Lighting Rebuilds and Repositions
At LEDucation 2025, the EdisonReport caught up with Bob Sinai of Deco Lighting for our C-Suite Series interviews. Sinai shared how Deco Lighting has undergone significant transformation in recent years and is now emerging stronger and more focused.
Strong Turnout and New Connections
Sinai described the show as “incredible,” citing heavy traffic and numerous new connections. “I got to meet a lot of architects, lighting designers, suppliers, and reps that we had signed up but never seen face to face,” he said. He also expressed hope that LEDucation would consider hosting a similar event on the West Coast.
Sinai credited Deco’s New York rep, Bert Grant of Metro, for organizing the company’s presence at the show, calling him “the best” and emphasizing their decades-long relationship.
Overcoming Past Challenges
Acknowledging Deco’s past difficulties, Sinai spoke candidly about the company’s transition. “We had some troubles in the past,” he said, referring to changes in ownership and partnerships. However, with the support of new partners William Fang and River, Deco has found stability.
The company is now aligned with a publicly traded manufacturing partner in China, with two factories there and a new facility in Vietnam. Deco has also returned to its roots by reestablishing a manufacturing presence in the City of Commerce, California.
New Products and Technology
Sinai highlighted several innovations at the show, including updates to Deco’s outdoor lighting with new optic change capabilities—beyond the usual CCT and wattage adjustments. The company also unveiled a new line of high-end recessed lighting aimed at luxury residential, hotel, and hospitality markets, with models ranging from 0 to 3 inches.
No Tariff-Driven Price Increases
When asked about tariffs and pricing, Sinai made a bold promise: “Deco will not have any price increase.” He credited this to existing infrastructure in Vietnam and Cambodia, allowing them to avoid tariff pressures from China. He added that Deco is also assembling some products in the U.S. in response to political changes and remains committed to affordability and accessibility.
Regrowing the Rep Network
Deco has made significant progress rebuilding its rep network, with a presence in key markets such as California, Massachusetts, Texas, and Florida. Sinai acknowledged the loyalty of original reps who stuck with the company and shared that new reps were also signed during the show, including some in Canada.
A Commitment to Redemption
Reflecting on Deco’s journey, Sinai expressed gratitude for those who continued to support the company. “There have been some very adverse things—some people that didn’t get paid over the years,” interviewer Randy Reid noted. Sinai responded by emphasizing Deco’s commitment to honoring warranties and making payments through reorganization.
“We’re back in business, and we’re here to stay,” Sinai said. “We want to help our distributors and reps—and we want to help the industry.”