Azione to Expand Lighting Sales Options The custom installer buying group, Azione Unlimited, will enhance its focus on the lighting fixture category.By RS Staff Published: October 10, 2017 ⋅ Updated: April 15, 2019 Azione Unlimited (AU), the audio-video industry education and buying group made up of custom installers, home technology professionals, and manufacturers, is enhancing its focus on the lighting fixture category. Azione Unlimited and its members already enjoy a partnership with Coastal Source and Colorbeam North America and will soon add other brands to complement and broaden this valuable offering. Azione’s goal is to provide its dealers and their customers with the best assortment of indoor and outdoor lighting fixtures available in the custom installation channel. With eroding hardware margins and as other smart home categories drift further into the DIY arena, lighting fixture sales and installation represent a sustainable and profitable opportunity for home technology professionals. Azione Unlimited recognizes this and as part of its commitment to building up the category for the group will provide extensive training on the sales and installation of lighting fixtures to its dealers, helping them secure a strong foothold in this rapidly growing and highly profitable category. “If you told me 10 years ago Azione Unlimited would be selling shades and that the category would take off the way it has, I would have laughed out loud,” said Azione president Richard Glikes. “In a similar sense, I see lighting fixtures being another defining ‘pivot point’ in our progress that satisfies the needs of our members as well as their discerning clientele. The lighting category is a differentiating, margin-rich opportunity that we’re taking full advantage of.” Azione Unlimited members will learn more about this development and profit opportunity the group’s fall meeting this week at the Sheraton Austin, TX, October 11-13. SubscribeFor more stories like this, and to keep up to date with all our market leading news, features and analysis, sign up to our newsletter here.