WAC Group Appoints Dhane Wald Territory Sales Manager

Wald’s family has been involved in the lighting industry for four generations.

New York-based WAC Group has announced that Dhane Wald has been appointed Territory Sales Manager for its Schonbek and Modern Forms brands.

Wald’s father, Dirk, is the retired co-CEO of WAC Group and long-time Schonbek executive. Wald’s family has been involved in the lighting industry for four generations on both the showroom and manufacturing sides of the business.

Growing up, Wald frequently visited and worked at his grandparents’ lighting showroom in Michigan. Later, he worked at the headquarters and manufacturing facility of 156-year-old crystal lighting manufacturer Schonbek’ in Plattsburgh, N.Y. He was also instrumental in establishing the brand Modern Forms, also part of WAC Group. (WAC acquired Schonbek in 2021.)

“Dhane began his career in customer service at WAC and Modern Forms before transitioning to Schonbek customer service, acquiring valuable experience with our three major brands,” noted Robert (RJ) Lefleur, Executive Director of Sales for WAC Group. “He learned how to work with customers on a day-to-day basis and received an extraordinary amount of valuable insights about the company’s history, products, customer service, and how a quality manufacturer operates. This deeper understanding of WAC and the Schonbek and Modern Forms brands and products has only fueled his enthusiasm for the company, which has translated well into this new role.”

Added Wald, “It brings a smile to my face when customers can name their favorite fixtures of ours by the model numbers and how many they have sold.”

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