Wisconsin Lighting Lab Continues Evolution through Rebrand of Manufacturing & Retail Business Units


FOND DU LAC, Wis. (May 13, 2020) – As Wisconsin Lighting Lab, Inc. (WiLL), a company specializing in high-output LED lighting and professional-grade light poles, continues to evolve to best meet the needs of its diverse national customer base and align with the ever-changing lighting industry, the organization is proud to announce that NAFCO and Light Poles Plus now also operate under the WiLL brand. The entire organization remains headquartered in Fond du Lac, Wisconsin, at the NAFCO offices which opened in 1973.

“We feel now, more than ever, that Wisconsin is one of the best places to engineer and build lighting and structural products, and we’re doubling down on our manufacturing operation,” said Adam Rupp, President of Wisconsin Lighting Lab. “Our model, in conjunction with the rich Wisconsin supply chain, allows us to develop and launch quality brands and products under the WiLL portfolio and support them with the same small business core values that our customers, vendors and sales partners have grown to love. Over the next 12 to 18 months, we’ll move more and more products in house and launch them through our agency and distribution networks.”

The union of the three brands better optimizes the time and efforts of WiLL’s pool of important resources, such as manufacturing, marketing, IT and engineering. In addition, the sales teams have been restructured and expanded to best serve the needs of key customer groups, including lighting agencies, distributors and contractors. These changes will allow for a greater focus on expanding product lines as the company has more than 40 new products in development – all of which will be built in the Wisconsin-based facility.

“In a digital-driven world, the lighting industry must continue to evolve to meet customers’ changing needs,” said Chad Dolphin, Vice President of Sales, Wisconsin Lighting Lab. “Through the formation of WiLL and transformation of the sales teams, we’ve combined the best of all our brands – advanced e-commerce services, long-established relationships and optimal production capabilities – all helping us to best serve our wide range of customer types.”

To learn more about Wisconsin Lighting Lab and its brands, visit WiLLBrands.com. As this website continues to evolve, please visit NAFCOmfg.com for information regarding WiLL’s manufactured products and see LightPolesPlus.com for additional details about WiLL’s retail channel.


About Wisconsin Lighting Lab, Inc.

Wisconsin Lighting Lab, Inc. (WiLL) and its expert team design, engineer, manufacture, distribute, and sell high-output LED lighting and professional-grade light poles for a wide range of applications including commercial, industrial, municipal, sports, architectural, and high-end residential. Through its growing catalog of brands and solutions, WiLL aims to make high-output easy by offering a complete made-in-the-USA product catalog, superior customer service and engineering support. The company is based in Fond du Lac, Wisconsin, and its NAFCO brand has been in operation since 1973. To learn more, visit WiLLBrands.com.

Media Contact
Becca Schumacher
Marketing Manager

Wisconsin Lighting Lab Continues Evolution through Rebrand of Manufacturing & Retail Business Units

Press Contact

Becca Schumacher
Wisconsin Lighting Lab, Inc. (WiLL)

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