Matthews Fan Lowers Prices

After evaluating market conditions, executives at the ceiling fan company have decided to institute a price decrease as of April 27 on some of its models.

Illinois-based Matthews Fan Company has announced a price decrease – with drops ranging from 11.27% to 27.85% – for select models.

When asked by Lighting News Now to detail the reasoning behind the move, National Sales Director Lauren Graham noted, “Now that things have settled a bit following last year’s tariff-driven adjustments, we took a step back to make sure our pricing truly reflects today’s market.”

Instead of unilateral price cuts across the board, the Matthews Fan team did a deep dive into sales analysis. “Rather than applying a blanket reduction, we took a more thoughtful approach by digging into sales trends and competitive positioning to adjust pricing by product family,” she said. “The goal was simple: create the best possible balance between margin opportunity and sell-through for our partners.”

Another area that the Matthews Fan team examined was markup. “While the lighting industry often operates around a 2.5 markup, the fan industry typically sits closer to 2.0,” Graham explained. “With our inside programs for displaying partners, many of our stronger accounts are able to land closer to a 2.3, which we feel is a really healthy and competitive position.”

Helping retailers boost their ceiling fan sales is important to the company. “At Matthews, we’ve always viewed our retailers as true partners. I always try to find ways to give back whether that’s through pricing, programs, or added value,” she stated. “Being family-owned gives us the flexibility to think a bit differently, and we try to lead with ideas, education, and opportunity rather than just another ask to our partners.”

Heading into the June Lightovation show, Graham said the company is “excited about where things are positioned now and confident this approach sets our partners up for strong margins and continued growth.”

This is not the first time that Matthews Fan Co has taken action to increase margins for its retailers. As Lighting News Now reported last year, the average MAP multiplier for Matthews Fan products was increased from 1.8 to 2.0 as of April 11, 2025. To support that adjustment, there was an average 3% increase to dealer cost on most – although not all – collections.

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