By appointing a distributor in Germany, Nichia appears to be moving away from its strictly-regulated, direct-distribution strategy.

Nichia, the Japan-based LED maker, has broken with its own tradition by appointing its first-ever distribution partner for LED products. Lumitronix LED-Technik GmbH, based in Hechingen, Germany, became an official distributor for Nichia in Germany from January 1, 2011.

Until now, Nichia has supplied its LEDs directly to end-use customers, without using distribution channels anywhere in the world.

The deal with Lumitronix marks a change in Nichia’s strictly-regulated, direct-distribution strategy. Distribution via the Lumitronix website will now provide access for resellers and individual customers to Nichias products, which has not been possible until now.

Lumitronix managing director Christian Hoffmann said: “The cooperation with the market leader Nichia is a milestone in the Lumitronix company history. After many years of direct distribution, the new orientation is unusual for [Nichia]. We are very happy about being accepted for official distribution in Germany.”

According to Lumitronix, Nichia will pass on to the distributor the majority of its own customers in Germany, excluding automotive and aviation customers. Lumitronix claims to already serve more then 100,000 customers. The company produces LED-based products and has a LED measuring technology at its disposal.

“No customer will experience any disadvantages,” said Christian Hoffmann. “To the contrary: we will expand our services for the purchase of Nichia products. Also, when it comes to prices, existing and new customers will find themselves in the same positive position as former direct customers.”

About the Author 

Tim Whitaker is the Editor of LEDs Magazine.