Integral LED - 10 Years of Success

When Integral LED was founded 10 years ago many people both internally and externally were surprised by the apparent change in direction for Integral. Having been active in the memory sector since 1989 Integral was well respected, known for having a deep understanding of the industry and the semiconductor technology which makes memory tech tick. People asked “Why the shift?”.

It was when LED lighting was in its infancy that our managing director Sunil Kotecha saw the synergy between the two product types. LEDs shifted the lighting industry into the electronics sector and if there is one thing Integral knew it was electronics and technology. Both being reliant on semiconductors the foundations of the products were very similar with comparable problems, trends and lifecycles. LED technology would continue to evolve and innovate, improving efficiency and control whilst prices decreased, just like the memory products which Integral was known for. Seeing these similarities Sunil sought to leverage Integral’s hard earned and in-depth knowledge to get a head start within a high growth area.

Firmly of the mind that big moves come from well thought through decisions, the team took the time to thoroughly research the LED lighting sector. First we reached out to lighting and electrical retailers and wholesalers questioning what they were looking for. The feedback was unanimous. Most of the LED lighting products reaching their stores was unreliable, poor quality and did not always live up to the quoted specifications. There was a thirst in the market for reliable and price competitive products which showcased the advantages of LED lighting and put LED above the tried and tested products of the time.

Knowing that competition was fierce in high growth sectors and only a few players remain after the initial years, the team wanted to bring the quality and reliability which Integral Memory had become renowned for to the LED lighting industry. Integral’s memory products could be bought with confidence and no less would be required from Integral LED.

To stand by this intention we invested heavily in testing and training before launching a single product. Over a quarter of a million pounds was spent on facilitating our on-site lighting laboratory so that a multi-stage testing and quality assurance process could be implemented. Tested at sample stage, pre- and post- production and endorsed by the Lighting Industry Association’s Quality Assurance mark, our testing and quality control ensures that any product holding the Integral LED name backs the promise to provide trusted lighting solutions.

Using our industry connections, we visited potential supply chain partners. Vetted and verified against our exacting standards our carefully selected associates helped bring our new products to market.

Officially launched in October 2013 we started with a small range of panels and lamps as our initial market offering. Gaining distribution channels by utilising the credibility and trust built through 20 plus years of Integral, sales began in earnest reaching over £300,000 by the end of 2013, despite having no website and no database.

The original selection of products were well received, initially valued for their dependability and innovative technology whilst maintaining traditional looks. Many LED products on the market at the time looked very different to the established lighting technology with consumers complaining it was too space age, too modern. Consumers were reluctant to switch to newer, more energy efficient options purely due to aesthetics. Our products helped change the trend.

Bringing products to market which challenged the quality and reliability of big lighting brands but offered at more modest prices, Integral LED quickly achieved its own reputation for trusted performance. Within months of launch, we gained our first Which? Best Buy award for GU10 lamps, and over the years our accolades continued to grow. We are now the proud recipients of 11 Which? Best Buys, 3 LuxReview recommendations, 1 Pro Electrician Top Product winner and many others aside.

Coming from semiconductors, it was in our DNA to manage the constant change which LED brought to the lighting industry, helping us grow and increase market share. As the company grew so too did the team. Starting as an add-on role for each of our memory team, it was soon realised that to drive success a dedicated team was needed. Unlike Integral Memory, it was evident that face-to-face was needed to engage our intended audience and so the first dedicated Integral LED external sales representative was brought on board, handling the whole of the UK. The brand was built through many miles on the road and continuous communication and engagement with the lighting industry and those who have links to it. As connections grew the team also expanded. Today we have over 50 dedicated Integral LED employees covering sales, fulfilment, customer service and product management, with many more staff working across both memory and LED supporting our success.

A few years later, as we were familiarising ourselves with the market and vice versa, there was a pivotal idea. Having realised that the conventional design for fire-rated downlights was no longer fit for purpose, the team took it upon themselves to rectify the issue. As it stood fire-rated downlights required a canister to act as a fire guard to stop flames moving between floors. However, with LED technology the heat generation from a lamp was negligible and using a canister to keep this in was actually affecting both the reliability and lifespan of the product.

Many hours of work and a patent later, the Evofire was born. Revolutionising the design of fire-rated downlights, the Evofire utilised a piece of fire-resistant glass and a metal bezel to stop heat and flames from getting through. Coupled with a thin rubber seal to provide a reliable IP65 rating, the Evofire not only had better fire resistance than having a canister and intumescent layer, the design also allowed us to create smaller, more compact fire-rated downlights which made installation significantly quicker and easier and gave greater flexibility in use.

Now being fully ingratiated into the lighting industry and having launched the revolutionary Evofire range, we’ve continued to grow by expanding the product offering. Wanting to offer full solutions, it was not enough to simply offer lamps and luminaires and subsequently a range of drivers, sensors, and control systems has been added to our product offering.

In June 2021 we sought to further improve our customer experience and subsequently redesigned and revamped the website, adding an online portal to streamline the ordering process for our customers. It was an immediate success, praised for its ease and convenience. Over the years since our customer base has continued to grow and today almost 50% off all orders are placed online.

With innovation at the heart of our company, in 2023 alone we have launched super high efficiency 200 lm/W luminaires, SMART lighting that utilises mesh networks, and both maintained and non-maintained emergency lighting solutions.

As we celebrate Integral’s decennary, we are pleased to announce that in Q1 2024 we will be launching further SKUs in our groundbreaking EvoFire range. Having listened to customer feedback the new SKUs will be providing a selection of additional features which customers have been calling for, including IP20 tiltable and plaster in.

We envision continued growth for Integral LED. By continuing to expand our range with an emphasis on Specification and Trade with products featuring power and CCT switching, sensor and control options and improved efficacy, we hope to build better and brighter futures for all our customers and end users.