Wisconsin Lighting Lab Sees Continued Sales Growth and Reinvests in Talent Infrastructure & Product Development


FOND DU LAC, Wis. (November 9, 2020) – As Wisconsin Lighting Lab, Inc. (WiLL), a company specializing in high-output LED lighting and professional-grade light poles, works to navigate the uncertainties of COVID-19 and the subsequent impact on the economy, the US-based manufacturer is proud to report growth in both sales and employee numbers despite the pandemic. Additionally, the company is committed to investing time and resources into the development of new talent, infrastructure and product lines. 

Over the first three fiscal quarters of 2020, WiLL saw revenue growth in the double digits and expanded product sales in both LED light fixtures and light poles. As sales continue to grow, so does WiLL’s catalog of professional-grade LED light fixtures and in-house research and development efforts and capabilities. WiLL is set to release a number of new products in 2021, including new LED sports products and software/control systems.

“At WiLL, we attribute our continued success, despite the pandemic, to our Midwest-driven supply chain, ability to react to market conditions quickly, strong industry partnerships, and dedicated team members,” said Adam Rupp, President of Wisconsin Lighting Lab. “Without our strong relationships and the WiLL team, we would not have been able to continue to thrive, grow and enhance development efforts over the past six-plus months.” 

During the last several months, the manufacturer has doubled down on R&D efforts with both the expansion of house-built products and additional testing facilities. Currently, renovations are underway to bring additional testing capabilities in-house – further expediting the development of new LED products and eliminating international supply chain constraints and risks. 

To help support continued sales and product development growth, the WiLL team welcomed a variety of new talent over the last three quarters. With additions to the applications, engineering, IT, and sales departments, WiLL experienced more than a 10 percent increase in the number of employees and continues to identify top talent for future growth. 

“Our team has always been the most important factor in WiLL’s progress,” Rupp said. “2020 has been a trying year for everyone, but, with the dedication of our entire team, WiLL’s reach in terms of both products and people continues to expand and evolve.” 

To learn more about Wisconsin Lighting Lab, 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

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Becca Schumacher
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Wisconsin Lighting Lab Sees Continued Sales Growth and Reinvests in Talent Infrastructure & Product Development

Press Contact

Becca Schumacher
Wisconsin Lighting Lab, Inc. (WiLL)

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