His life has always been intertwined with the industry. He allows a rare insight during our transatlantic Creoven interview.
Estimated reading time: 12 min
Contents:
- Brief overview of Westinghouse Lighting
- Introduction to the interview
- Directly to the questions
Brief overview of Westinghouse Lighting
Westinghouse Lighting is a company that emerged from the combination of a family-owned lighting company, Angelo Brothers, with a famous and highly trusted American brand, Westinghouse. The company has grown and evolved over the past 70 years. The first two phases were as Angelo Brothers (father and uncle of Ray Angelo). 1946 to 1970 was a time of slow steady growth from one location in Philadelphia. 1970-2000 was a period of rapid growth propelled by an expanding lighting, hardware and home center market and our company expansion to multiple U.S. distribution centers. There is no other company like Westinghouse Lighting that carries a full line of light bulbs, lighting fixtures, ceiling fans and lighting accessories with such a well-known and trusted brand.
Read about turning points in the life of George Westinghouse and learn more about the company history in our brand presentation.
Introduction to the interview
With a six-hour time difference between Altenburg in Germany and Philadelphia, the Creoven interview with the CEO of the Westinghouse Lighting Corporation, Mr. Ray Angelo, we were so eagerly awaiting finally happened on 29 June 2016. Mr. Ron Saccomano, Sr. Vice-President – International Sales and Marketing attends the videoconference from Mönchengladbach, Germany. Mr. Carl Thon, Sr. Vice President, also joins us from Philadelphia.
Mr. Angelo is doing the interview from the spacious conference room at Westinghouse Lighting. Ocean blue covers on numerous wooden chairs pick up the colour scheme of the company. In the background we see a big company logo and a couple of framed pictures. Full of expectation, Mr. Angelo is sitting at a large oval beechwood table. He is wearing a light, uncomplicated business suit and shows no signs of nervousness. He is enjoying a coffee. The day has only just started for him, it is 9 am in Philadelphia.
Mr. Angelo cheerfully talks to his co-worker Mr. Thon who, listening with interest, maintains a reserved attitude for the most part. Mr. Saccomano is ready to answer any technical questions or go into detail about sales strategies. The three men have known each other for a long time, sharing many years of work history, there is an almost familiar atmosphere – spanning several continents.
Q & A - Mr. Ray Angelo
Good morning Mr. Angelo…
Please call me Ray!
That is what Mr. Angelo is like: open, cordial and very likeable. He doesn’t mind the clumsy phrasing of a non-native English speaker. He smiles a lot and responds to all questions in detail.
What is the current state of affairs at Westinghouse Lighting?
We are now in our third major phase which began in 2000 as the opportunity to become Westinghouse Lighting began to develop. Although the transition from Angelo Brothers to Westinghouse Lighting had its challenges, the combination of our lighting expertise and a globally recognized brand is boosting our market share at about twice the pace of our competitors.
One must keep in mind that the global lighting market is in a turbulent, slow growth mode currently given the revolution in LED lighting.
Did being present on the market online contribute to the growth?
The most dramatic increase is via our customers’ growth on the internet, which we call our “e-tail” (electronic retail) channel. We have been told by many of our e-tail customers that we are the most rapidly growing lighting brand and our internal sales records bear that out. E-tail sales now account for two-thirds of the company’s sales growth and will soon account for 20% of our sales.
Have you always had an open attitude towards the internet?
No, in the beginning we were skeptical about e-commerce, because the company has such a long-standing tradition. We only started to focus on stronger online presence in ca. 2010. Back then we realized that other dealers were selling our products in their webshops, quite successfully in fact. So we thought “Hey!“ - We have learned a lot in the meantime, offer advice for customers on our website and give them access to information about the products. The website is mostly built for use by customers, we use it to answer technical questions.
How about Social Media?
(laughing) You can follow Ron and me on Twitter now!
Westinghouse Lighting is also active on facebook. We want to engage with our customers and always have an open ear for any questions. That is why we use social media channels instead of conventional marketing. We are happy to support campaigns like the Creoven raffle too!
Is Westinghouse planning any innovations for ceiling fans? We are very curious!
New product introductions are in the development pipeline for 2017 and 2018. It is a core growth strategy for our company to have new product introductions for every one of our categories.
I am talking about the European market because it has a high potential. In the US each newly constructed home has on average three ceiling fans, but in Europe only about 1% of all homes have a fan.
We have plans for a lot of new ceiling fans for 2017.
Ron: (laughing) But not too many!
Ray: It’s our goal to offer more models for different rooms. They should vary in terms of design, size and airflow. For small rooms, big living rooms, bedrooms and so on.
In 2016 we have already launched ceiling fans with a smaller diameter. Models with a bigger circumference for larger areas will follow in 2017. Furthermore we have planned new outdoor versions with IP44 protection class that can be used on a patio, for example.
Smaller Westinghouse models for kitchens and corridors:
Westinghouse product development
We use lighting designers to supplement our Product Marketing teams in the U.S. and in China to bring new lighting designs and technology to the product offering. We are firm believers in listening to our customers, being active in lighting trade associations, conferences and fairs and collaborating with our sales and supply chain teams.
Did you ever have to put your foot down and intervene during the development stage?
This happened maybe once or twice during the past 5 years, not very often. The communication between our product marketing and sales teams is excellent.
So teamwork is a priority at Westinghouse?
Teamwork is essential to fulfill our commitments to our customers and to continue growing for years to come. “Teamwork” is not just a word at Westinghouse Lighting but rather it is deeply embedded in our culture. Personal responsibility, open and honest communication and a genuine willingness to collaborate are three key ingredients to success at our company.
Where are you producing your products?
Lighting is truly a global market and we have developed a supply chain that is flexible and responsive to the changing needs of individual markets. Using ceiling fans as an example, the world’s largest and highest quality manufacturers are based in southern China. Our product is produced there so that we can bring the best value to our customers and therefore ultimately to the end user.
You already mentioned it when talking about new products, how important is the European market for you? And online shops like Creoven?
The European market is very important to our global growth plans because we have found that through content we can reach many consumers with Westinghouse brand products. Germany is our top market in Europe at the moment and our European headquarters is based near Düsseldorf. Innovative online shops like Creoven are important to our company because we can develop long term relationships and support each other to educate and inform consumers about our products and the value we bring to the market.
How would you describe the German or rather European market?
There are many differences between the markets in Europe and the US. For example we have one language in the US versus many languages in Europe. While we have a Europe based structure, we find that each country is unique and we must work closely with local partners in each country to receive input and better understand what our customers would like to buy as well as how to support them by listening to the needs and desires from each country such as Germany. In general I would say the European market is more complex than the US.
Do you often visit other countries for business?
About once a year I travel to Germany and China. The last visit to Germany was for the Light+Building fair in Frankfurt, where I spoke to Tobias from Creoven.
Other members of the team even travel two to four times each year and Ron visits foreign countries ca. three times a year, just like he does now. Exchanging thoughts and communication is much more productive if you hear about problems and suggestions directly from the consumer. Together with the consumers we see ourselves as one team with the goal of creating the best products. The former management used to be a lot more conservative in this context.
Carl: We are all very international, I have German relatives.
Ray, may I ask you a few personal questions?
Yes, of course.
What do the pictures in the background of your office show?
This one is an award from the government for our support after the tragedy of 9/11.
And this oil painting shows my uncle together with my father, the Angelo Brothers.
Our company has gone through various stages of growth and development and so have I. I joined the company full time in 1974, however I had worked during the summer during my high school and college years. My father had a strong work ethic and a friendly manner whether at home or at work. I learned the most important lessons about business and life during my early years with my father.
He always brought home parts of lamps and by the time I was maybe ten or twelve I already knew a lot about this subject. I was able to help out in the company when I was just a schoolboy, the 60s were a completely different time. Today it wouldn’t be possible anymore to have a child help out.
After high school my father wanted me to start working full time, he always said to me “Come join the company“. My mother on the other hand told me to finish college just as often. I am very happy today that I listened to my mother. In 1974 I graduated from Ithaca College in upstate New York with a degree in Business Administration.
What was your first task at Westinghouse Lighting? Do you remember?
I started working full time when I was 22 years old. There was a lot for me to do back then. There always is, actually. It was to record the first product line on the computer for the inventory. At that time there was still quite some resistance to working with PCs and I was told, you are young, you do it.
Until then stock was recorded with punch cards. This technology is completely outdated, you can see it in museums nowadays. A lot has changed. Well, the new technology has paid off. Completely registering all products took 5 years, by the way!
Oh dear! Did you know all products by heart afterwards?
Yes, I really did know each and every product!
That was a long time ago. (He points at Carl Thon) Carl and I have been part of the company for over 40 years now. Ron is the newest, he has been here for 17 years. We always like to joke about this.
(They really are amused and repeat “Ron is the newest“)
What happened next? I became CEO in 2006 and worked with other leaders in the company to rebuild the company for our next phase of growth. I truly am now in my dream job and thoroughly enjoy all aspects, especially seeing our team members develop. This results in better and longer lasting relationships with our customers and suppliers. As the leadership team has taken on more responsibility, I have been able to spend time supporting the American Lighting Association and a number of local charities.
Ray, there is always something going on at work. What do you like to do in your freetime to distract yourself?
My wife and I have a very big family, three daughters that are about 30 years old, with sons-in-law and granddaughters. I am very proud of this and a close relationship to the family is very important to me. I love spending time with them, we go for walks together and I play with the children.
( The close relationship to his family also shows on the Mr. Angelo’s Twitter account where he describes himself as: “Husband, Father and Grandfather.“ And only then ”CEO Westinghouse Lighting. A customer focused, committed, global lighting team - learning and growing since 1946!”)
Otherwise I visit the gym and like ice hockey. When I don’t have the chance to see live games, I watch them on TV. I see matches live about five times a year. Another sport I am interested in is horse-racing. Horses are just wonderful animals.
And I love the ocean, Philadelphia is only about 100 miles away from the Atlantic. One final question: Which Westinghouse fan is your personal favorite?
Ray: I could never decide between my daughters and granddaughters either! The same goes for the fans. Ron, which one is your favorite?
Ron: I like the Turbo Swirl in particular. It is the world’s most copied fan! But, imitation is also always the sincerest form of flattery.
Listen to Ray Angelo in a radio interview for Executive Leaders Radio. This exciting programme regularly talks to outstanding executives about their developments.
Thank you for the interview!
Ron: Good luck for the championship match against Italy!
Thank you, Ron, we did have luck : )
Source:
Interview conference with Ray Angelo, Ron Saccomano and Carl Thon on 29 June 2016.
Picture sources © creoven.de and Westinghouse Lighting Picture radio: © MCRTLife - CC0 Public Domain
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