{"id":3076,"date":"2026-03-30T18:26:36","date_gmt":"2026-03-30T18:26:36","guid":{"rendered":"https:\/\/lightingnewsnow.com\/?p=3076"},"modified":"2026-03-31T20:53:49","modified_gmt":"2026-03-31T20:53:49","slug":"gross-electric-new-direction-and-field-trip-to-dallas","status":"publish","type":"post","link":"https:\/\/lightingnewsnow.com\/?p=3076","title":{"rendered":"Gross Electric\u2019s New Direction + Field Trip to Dallas"},"content":{"rendered":"\n

The year 2026 marks an exciting new chapter for the award-winning, family-run lighting business. <\/strong><\/p>\n\n\n\n

As part of the Gross family\u2019s succession plan, the 115-year-old Gross Electric business\u00a0officially transitioned into two separate businesses at the beginning of this year. The legacy Gross Electric Supply<\/a> distributor with three locations \u2013 which was under the leadership of third-generation owner Laurie Gross for more than 30 years \u2013 is now headed by Laurie\u2019s nephews Drew and Jay, who are the fourth generation of the Gross family to take the reins of the business.<\/p>\n\n\n\n

The lighting \u00a0showroom side \u2013 comprised of 63 people and six showrooms in Toledo Ohio, Ann Arbor Michigan, Howell Michigan, Elk Rapids Michigan and \u00a0two in Indiana that were acquired from Indiana Lighting Center last July \u2013 remains under Laurie Gross\u2019 leadership as company president. That residential-oriented business has been rebranded as Gross Lighting & Home<\/a> (GLH), a name change that affects all of the showrooms.<\/p>\n\n\n\n

\"\"
The new company logo for the showroom business.<\/em><\/figcaption><\/figure>\n\n\n\n

Noted Laurie Gross in announcing the rebranding, \u201cI\u2019m excited to announce the evolution of our new company Gross Lighting & Home to include our legacy Gross Electric and Lighting Hearth & Home showrooms in Ohio & Michigan.<\/p>\n\n\n\n

The goal, according to GLH Marketing Manager Elizabeth Gibson, is for both companies to be able to separately grow their respective segments of the electrical  business by intently focusing on their core customer.<\/p>\n\n\n\n

A market brainstorm<\/strong><\/p>\n\n\n\n

When Laurie  Gross attended January Lightovation with GLH Purchasing and Merchandise manager Michele Ramer, the delineation of the Gross family business had just occurred. It was also the first market that Gross and Ramer attended since the acquisition of the showrooms in Indiana, a new geographic area for the company. Since the Indiana Lighting Center staff remained in place, there were many new employees added to the Gross Lighting & Home fold.<\/p>\n\n\n\n

\u201cAt Lightovation, Laurie and I were talking about the showroom business and how great it would be for everyone in this whole new company to experience going to a market,\u201d Ramer said.  The idea of gathering staff from all of the showrooms to come together and unite with the purpose of seeing the whole process of how product selections are made \u2013 from viewing new products in person and determining what would resonate best with their specific customers to weighing perceived value vs price \u2013  began to take shape.      <\/p>\n\n\n\n

The idea of company inclusiveness extended beyond employees on the sales floor to encompass everyone involved with what the showrooms sell \u2014 from the warehouse workers who handle shipping and inventory, the delivery drivers, the admin staff and, in the case of the Indiana showrooms which offer installation services, the installers.<\/p>\n\n\n\n

\u201cFor example, to the warehouse workers, they\u2019re just shipping faceless boxes most of the time. Coming to Dallas would be a way for them to see the products and see what it is that they\u2019re shipping and moving around the showroom,\u201d Gibson stated. The point of the experience was to make the staff  feel more fully involved with the business.  <\/p>\n\n\n\n

Ramer said, \u201cAt market Laurie asked vendors, \u2018If we brought people to Dallas after market, would you open up for us?\u2019\u201d It turned out 24 manufacturers were willing to do so. From there, Laurie invited everyone in the company to go on a group trip to Dallas Market Center to see, in a small way, what \u201cmarket\u201d was all about.<\/p>\n\n\n\n

\"\"
The Gross Lighting & Home staff enjoyed the private tour of lighting showrooms.<\/em><\/figcaption><\/figure>\n\n\n\n

Plans were drawn up quickly for a weekend trip that would start with an evening flight to Dallas on Friday, spending an intensive full day at Dallas Market Center all day on Saturday, and then flying back on Sunday morning.<\/p>\n\n\n\n

Ramer organized the endeavor, working with the reps and vendors to get their showrooms open plus arranging flights and hotel rooms for 47 people. Gross and Ramer felt it made the most sense to create four groups, segmented by category such as warehouse and office admin; showroom managers; and retail teams who focus on builders and those who deal with consumers and designers. Unfortunately, at the last minute, Gross was unable to attend due to illness, but she joined the group throughout the day via Zoom meetings and calls. Karina Branch created a spreadsheet itemizing the time each team would spend in each showroom, which was shared with the team leaders and the reps\/vendors, so they knew which type of staff member they were meeting.<\/p>\n\n\n\n

\"\"
Laurie Gross was unable to be with the group in person, but her likeness was represented in each group throughout the day.<\/em><\/figcaption><\/figure>\n\n\n\n

How it all worked<\/strong><\/p>\n\n\n\n

When the showroom teams arrived in Dallas from their respective states \u2013 Michigan, Ohio, and Indiana \u2013 they received \u201cwelcome bags\u201d that featured the company\u2019s new logo and branding, Dallas-themed tissue paper, plus conveniences such as leather notebooks and snacks.<\/p>\n\n\n\n

In addition, many reps flew out \u201cand were very generous with their time,\u201d Gibson noted.<\/p>\n\n\n\n

The manufacturer tours started on Saturday morning at 7am with breakfast at Minka, lunch at Quoizel and ended at 5pm with a group dinner hosted by Kichler. Before the group left for the airport on Sunday morning, Quorum provided a farewell breakfast.<\/p>\n\n\n\n

\"\"
This group meeting at Quorum was led by Field Bradford (left), director of sales.<\/em><\/figcaption><\/figure>\n\n\n\n

Each group had set time frames to rotate among all 24 manufacturer showrooms, and the time allotted with each depended on their business focus.<\/p>\n\n\n\n

\u201cFor example, salespeople who deal with the architectural community had more time with a company like WAC to go over products relevant to that customer, and those who work with builders had more time with Kichler and Progress,\u201d Gibson explained.<\/p>\n\n\n\n

Having the warehouse, delivery, and installers present led to some great questions and discussions with manufacturers from a perspective unique to their job. \u201cEverybody was able to get into their own lane,\u201d Gibson said.<\/p>\n\n\n\n

Since orders were recently placed at Lightovation, Ramer made up sheets ahead of time that showed the employees which products were ordered from each manufacturer. \u201cLaurie wanted the teams to have a preview of the products before they arrived in their stores,\u201d Ramer stated.<\/p>\n\n\n\n

\"\"
Showroom tours and meetings were handled in small groups, categorized by job type. <\/em><\/figcaption><\/figure>\n\n\n\n

That excitement of seeing products for the first time in-person at a show is something that was important for Gross to convey. \u201cLaurie wanted to everyone to get excited about lighting and have a good time on this trip. She has said that going to Dallas market had a huge impact on her when she first took over the company\u2019s showrooms,\u201d Ramer said.<\/p>\n\n\n\n

Ramer, Gibson and Branch noted that manufacturers did an outstanding job of hosting the group, offering refreshments, catered food, and branded mementos.<\/p>\n\n\n\n

\u201cEveryone was made to feel important by the manufacturers, and everybody from the different Gross Lighting & Home showrooms got to know each other better,\u201d Gibson said, adding, \u201cThere was a time years ago when everybody in the company knew everyone else, but now that we\u2019re growing, this was a great way to make and renew those connections.\u201d  <\/p>\n\n\n\n

Upon the group\u2019s return, Gross asked the groups to provide feedback on each line, including their personal assessment of product value and pricing.<\/p>\n\n\n\n

\u201cShe also asked if there were additional questions from any of us about a product or topic from a company and that she would follow up with the vendor to get those questions answered,\u201d Gibson commented.<\/p>\n\n\n\n

\u201cLaurie knew the value of bringing the team together now that we are a new company,\u201d Ramer explained. \u201cShe is concerned about maintaining a \u2018small business feel\u2019 even though the company is growing.\u201d<\/p>\n\n\n\n

Regarding the success of the Dallas trip, Gibson emphasized the importance of giving staff this type of hands-on experience. \u201cI think of how pivotal it was when I came into the industry,\u201d she remarked. \u201cIf you can offer your staff an immersive experience like this, I feel it\u2019s huge opportunity for new people to learn about the business and the industry.\u201d<\/p>\n\n\n\n

Added Ramer, \u201cHaving the trip when Lightovation wasn\u2019t going on made the team feel special. It was great to be there without the market chaos. Plus, we had more time with vendors.\u201d<\/p>\n\n\n\n

Gibson concluded, \u201cWe live in a world where there is so much competition as to where people can buy lighting. One of the biggest differentiators that Gross Lighting & Home has is our expertise. We have lighting experts.\u201d<\/p>\n\n\n\n

<\/p>\n\n\n\n

Related articles<\/strong><\/p>\n\n\n\n

Gross Electric Acquires Indiana Lighting Center<\/a><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

The year 2026 marks an exciting new chapter for the award-winning, family-run lighting business. As part of the Gross family\u2019s succession plan, the 115-year-old Gross Electric business\u00a0officially transitioned into two separate businesses at the beginning of this year. The legacy Gross Electric Supply distributor with three locations \u2013 which was under the leadership of third-generation…<\/p>\n","protected":false},"author":2,"featured_media":3082,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"iawp_total_views":725,"footnotes":""},"categories":[11,391],"tags":[16,446,953,952,41],"class_list":["post-3076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-featured","tag-dallas-market-center","tag-gross-electric","tag-gross-lighting-home","tag-laurie-gross","tag-lightovation"],"yoast_head":"\nGross Electric\u2019s New Direction + Field Trip to Dallas - Lighting News Now<\/title>\n<meta name=\"description\" content=\"The year 2026 marks an exciting new chapter for the award-winning, family-run lighting businesses Gross Electric and Gross Lighting & Home\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lightingnewsnow.com\/?p=3076\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gross Electric\u2019s New Direction + Field Trip to Dallas - 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