ETC has introduced 3LR Lighting Ltd as a representative organisation to support the promotion and growth of its architectural product line in the UK.

Following the global acquisition of ArcSystem, BluesSystem and CueSystem, 3LR Lighting Ltd will represent ETC in the UK and act as an additional resource to the company’s dealer network which will remain unchanged in its operation and pricing structure. 

Based in Somerset, 3LR – which stands for ‘3rd Light Receptor’ – is a new company which has been set up to be a manufacturer’s representative that specialises in architectural lighting and control systems in the UK.

As the first ‘Rep Agency’ outside of the USA, the company aims to increase exposure into new market sectors while bringing high-quality support to ETC’s customers and dealers. Managing Director, Matthew Lloyd brings over 30 years of experience in the industry with a thorough knowledge of the architectural market place and its future direction. His previous experience of successfully developing the ArcSystem, BluesSystem and CueSystem sales path provides a strong foundation for progressing ETC’s architectural business in the UK.

“We are delighted to represent ETC and be part of developing its architectural market presence in the UK. We look forward to bringing the company’s architectural range to the forefront and identifying new and emerging sectors to grow in,” remarks Matthew.

Sales Manager for ETC Ltd, Darren Beckley comments: “ETC has targeted architecture as an area of focused growth throughout Europe and introducing 3LR as a ‘Rep Agency’ is a positive step in driving this forward. As ETC continues to expand its product offering across both the architectural and entertainment sectors, 3LR will support our dealers to ensure that only the best solutions are provided for our customers’ needs.”