The residential lighting industry is known for its family-owned businesses, and Gross Electric is among the oldest and most respected in the market. The largest lighting showroom in the Toledo market, with units also in Ann Arbor, MI, and Northwood, OH, Gross Electric is now managed by a third generation of the Gross family, who bring a fresh perspective and new energy to the company. A new logo, designed to celebrate 100 years in business, is only one of many improvements taking place at this “old new” company.
About five years ago, an area formerly used in the Toledo showroom for close-outs was transformed into a Lifestyle Design Center, complete with a life-size living room, kitchen, bedroom and bathroom. When customers building a high-end home are ready to buy their lighting, the first stop within the showroom is the Design Center.
The massive display is an ideal venue to present lighting concepts that can be hard to visualize without a demonstration. The area has been updated with LED lamps shown in above- and under-cabinet fixtures, recessed fixtures, outdoor floods and more. The large-scale, realistic home is also the perfect setting to teach customers about Lutron’s home control system. The display is so effective, a second one was added to the Ann Arbor store in 2011.