Signify Austria realigns sales strategy, focuses on indirect partner sales

Signify Focuses on Indirect Sales and Strong Partners
With this step, Signify is adapting its market organization and will increasingly rely on a strong, locally established partner-based sales model. As a result, the company plans to discontinue direct sales of professional lighting solutions in Austria at the end of the year. The required information and consultation procedures with the works council are currently underway.
Electrical wholesalers and Signify’s established partners will remain the central channel for the over-the-counter business, while ELEKTRON Austria will take responsibility for all end-customer projects. The new structure will take effect on January 1, 2027. Signify’s consumer business is not affected by these measures.
“Austria is and will remain a strategically important market for Signify,” says Matthias Teubner, Commercial Leader Professional DACH at Signify. “With this comprehensive realignment of our sales strategy, we aim to strengthen our market presence and further enhance our offering, which is also defined by individual consulting services and local support.”
Signify had already announced the strategic adjustment during its Capital Markets Day at the end of June.

Even Closer to Customers and Local Projects
As part of the realignment, ELEKTRON will expand its responsibilities beyond the professional outdoor lighting project business to include additional sales and project activities in the field of indoor lighting.
The expanded partnership is part of Signify’s long-term strategy to further strengthen its collaboration with specialized sales partners while enhancing local service for customers and projects. By combining Signify’s innovative strength with ELEKTRON Austria’s local presence, customers will benefit from short decision-making processes, a high level of planning expertise, and support throughout the entire project lifecycle.

Setting the Course for the Future
The expansion of our partnership is an important milestone for ELEKTRON,” explains Norbert Kolowrat, Managing Director of ELEKTRON Austria GmbH. “We look forward to contributing our expertise even more strongly to our collaboration and to achieving further growth together in the Austrian lighting market. This will give our customers even easier access to advanced technologies and comprehensive consulting.”
Until the new structure takes effect on January 1, 2027, Signify Austria will work closely with ELEKTRON to ensure that existing customers and ongoing projects continue to receive expert support. Continuity and reliability remain the highest priorities.

New Opportunities for the Austrian Market
Signify is committed to further developing the Austrian market with sustainable, energy-efficient, and intelligent lighting solutions. The new sales structure creates the necessary foundation for this and will enable even more targeted support for customers and their projects.