German firm chooses Milwaukee
Late last year, Andreas Weyer, managing director of Luxx Light Technology (USA) Inc., was searching for a logical location to build his company’s North American headquarters.
The company is a part of Luxx Light Technology Group, a German enterprise specializing in the development and sales of display lighting, shelf lighting, commercial refrigeration lighting, food lighting and light guide panels.
Weyer narrowed his North American search to two cities: Milwaukee and Atlanta. Milwaukee won. The company began in December with about 3,000 square feet of space and a spartan staff of less than a dozen employees at 4830 S. 10th St. on Milwaukee’s south side near Mitchell International Airport.
“Bringing the success of Luxx to Milwaukee is the next step in growing the company’s global presence,” Weyer said. “There is a gap in the market for customizable retail lighting solutions in the states — and that’s something we’re hoping to solve.”
The obvious question at hand: Why did Weyer choose Milwaukee?
The Midwest presented an opportunity for a centralized location. “Having customers on both coasts and Chicago, we wanted to be in the Midwest,” Weyer said.
Luxx already has two significant commercial customers in Milwaukee.
Milwaukee has “really excellent” infrastructure. “We’re right near the airport and the freeway,” Weyer said.
Milwaukee presented an economic advantage over Atlanta and many other potential markets. “The taxes, rent and salary levels are more affordable,” Weyer said.
The Milwaukee location gave the company more flexibility to serve its customers. “Luxx USA recognizes companies don’t always need a ‘onesize-fits-all’ product. We work with companies who may have their own design ideas and technical specifications and
connect them with our research and development team to create a solution that better fits their needs,” Weyer said.
Milwaukee’s German heritage presented a comfortable, familiar option for Weyer, a native of Munich. “There are a lot of people of German heritage here. Lots of people with German family trees here. It’s a brew city. It’s more of a home feeling here,” Weyer said. “Atlanta was the opposite to me. We have four seasons here. I’m used to that. I like that. The climate — it has real winters like in southern Germany. … No hurricanes, earthquakes, fires, smog or air pollution. At the end of the day, Milwaukee was the winner.”
Luxx already is plotting an expansion in the Milwaukee market. The firm will open a lighting production plant in St. Francis at 4417 S. Kansas Ave. in August.
“We will certainly grow. We will produce light guide panels. The machinery is ordered,” Weyer said.