US Outdoor Lighting Rebrands and Revitalizes with a Sharp Focus on Growth, Speed, and Made-in-USA Excellence
In a recent conversation with Dennis Wells, formerly of US Pole and now representing US Outdoor Lighting, the veteran lighting executive shared insights into the company’s rebranding, revitalization efforts, and vision for the future.
A Clearer Identity
The new name, US Outdoor Lighting, replaces the broader umbrella of brands like US Pole, Sun Valley Lighting, and US Architectural Lighting. While those product brands will continue, the rebrand aims to better reflect the company’s core focus: high-quality, American-made outdoor lighting solutions for commercial and municipal markets.
“US Pole was a bit confusing—people expected poles, but we had fixtures too,” Wells noted. “With US Outdoor Lighting, the name now clearly states who we are and what we do.”
Leaner, Faster, Better
Recognizing the need to stay competitive in a fast-paced industry, the company invested heavily in lean manufacturing principles. Daily Gemba walks, Kaizen events, and visual management systems have helped the team reach 95%+ on-time shipment rates, a key metric for customers working under tight project deadlines.
“We’ve made real changes in our factory, and our agents have noticed,” said Wells.
Product Line Expansion
In addition to the rebrand, US Outdoor Lighting has introduced three new product brands:
- Amerilume
- Ameriscape
- US Sport Lighting
This expansion rounds out their catalog, allowing them to serve nearly any outdoor lighting need from one source—be it commercial, retail, or municipal.
Made in the USA—Always
Operating out of Palmdale, California, US Outdoor Lighting has stayed committed to domestic manufacturing for over 40 years. The facility includes aluminum sand casting, paint lines, and pole fabrication—all staffed by a team of 150+ skilled, non-union employees.
Wells emphasized how this Made-in-America commitment, now bolstered by government initiatives like BABA (Build America, Buy America), is becoming more important than ever:
“We didn’t go to Mexico or China. We’ve always stayed right here—and we’re proud of it.”
Tech-Driven Quoting with a Human Touch
Speed extends beyond manufacturing. The company recently launched **Quick Quote**, an internal tool that allows its team—and soon, agents themselves—to generate accurate quotes in under 24 hours for standard products. For more complex projects, like custom Sun Valley fixtures, turnaround is typically within a few days.
“We don’t force agents to use it, but it’s there when they need it—even at 2 a.m.,” said Wells. The company also tracks **quote-to-close KPIs** and actively follows up to help agents win jobs.
Eyes on the Future
Looking ahead, Wells sees US Outdoor Lighting growing through deeper collaboration with agents, continued process innovation, and a strong commitment to American craftsmanship.
“We’re in a growth phase. We’ve re-engineered to compete in today’s market, and we’re here to support our agents and deliver world-class outdoor lighting, made right here in the USA.”
For more information, visit www.usaltg.com
Click here to read the official announcement from U.S. Outdoor Lighting.