Dominion Electric Supply, an 85-year-old family-owned business, was at a crossroads. Its residential lighting division, while still profitable, was in decline. The showrooms were outdated, designers avoided visiting with their clients, and stiff competition from shopping behaviors that prioritized online searchability.

They came to us with a broad but exciting challenge: completely reimagine the business to become best‑in‑class.

Our work spanned the creation of a new brand, Dominion Lighting; a comprehensive strategic overhaul; ground‑up redesigns of two showrooms; and leadership of the teams and daily operations.

The result was a transformative, multisensory retail experience recognized with twenty regional and national awards—including one created specifically for this project: “Showroom of the Future,” presented at the Showroom of the Year Awards in 2025.