Legrand’s Brand Strategy

Legrand North America’s CEO Offers Insight Into His Company’s Acquisitions and Technological Diversity
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Legrand, known primarily in the custom channel as the parent company a growing list of home integration brands, including Nuvo, On-Q, Middle Atlantic, Vantage, and most recently, Luxul Wireless, has a much broader reach than most are aware. The French company, with North American headquarters in West Hartford, CT, currently serves the home and buildings infrastructure markets through five distinct businesses that all go to market through a variety of channels around the world. These brands include C2G, WattStopper, Cablofil, Electrorack, Ortronics, Pass & Seymour, Quiktron, and Wiremold. And that portfolio grew again recently with the acquisitions of automated shades manufacturer QMotion and energy and infrastructure management brand, Raritan.

John Selldorff, president and CEO of Legrand North America, said that there are two drivers of his company’s acquisition strategy. “First, we look to strong, revenue-generating companies offering unique, innovative solutions that complement our current offerings,” he said. “A second focus for acquisitions centers on strong companies with great solutions that can expand Legrand’s reach into new markets and customers.”

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John Selldorff, president and CEO of Legrand North America

For example, when Legrand acquired Middle Atlantic Products eight years ago, it brought Legrand into the AV market and introduced it to a variety of new customers, such as CEDIA and InfoComm integrators. More recently, the Qmotion acquisition enabled Legrand to expand its portfolio beyond the already respected lighting control brand Vantage Controls, with more natural light and daylight control for residential applications and the potential to serve more light-commercial applications.

“Beyond their advanced shading technologies and design expertise, they offered a number of differentiated capabilities, including quiet, low-power consumption motors and dual manual/motorized shade operation,” he said.

As for Raritan, that brand’s energy and infrastructure management solutions are in more than 50,000 data centers worldwide. Legrand is positioning that line as a “center of excellence” for developing innovative, intelligent power products.

The company’s ultimate goal is to make the whole greater than the sum of its parts. Its management team looks for areas across all Legrand businesses where it can collaborate with a newly acquired business to enhance its collective offerings and develop new innovations.

“Legrand’s businesses are highly encouraged to continually scan for great third-party solutions to leverage,” Selldorff said. “When we acquired Nuvo, it brought competencies in audio, which was a great complement to the home automation offerings of [our] On-Q and Vantage lines. At the same time, Nuvo has continued to expand its integration with a number of other home automation systems.”

The company’s brands also work together to seek out ways to offer customers a better experience, such as involving Legrand’s Industrial Design (ID) team to help understand customer needs through ongoing observation and research. And, of course, there’s the human element that can be easily forgotten in the process of combining companies.

“When a company is acquired, we give a lot of consideration to the people involved,” Selldorff stated. “Legrand is a broad, global organization that offers a lot of opportunities to employees for collaboration and personal growth.”

In all, the company believes that its expertise across multiple product categories, from AV and lighting control to electrical devices, is unique to the market. “[Our] technical expertise and a depth of market knowledge…are valuable assets in helping integrators leverage multiple Legrand offerings for optimum system performance,” Selldorff said. “The value of Legrand is truly showcased when an integrator utilizes these offerings in conjunction.”