A little change-up this week – as the team expands, so does Blog Squad, and this edition is brought to you by yours truly, Greg, Head of Europe. Enjoy!
This episode will throw some light (oh yes I did) on some learnings from Tala Europe. We’ve been scaling really rapidly in the UK and US markets, and my role since joining Tala in 2016 is to ensure that Europe keeps pace with just how well we’ve been doing everywhere else.
Once a frustrated linguist struggling to apply my skills in the world of UK-based Management Consulting (they don’t speak Spanish in Blackpool), I was delighted when my first task at Tala was essentially a European reconnaissance mission. Not only had I never had the chance to do anything nearly this exciting with work before, I also knew that the success of this trip would directly inform how quickly I got up to speed in a new industry. This voyage of discovery would set the tone for working with a team of young, dynamic and driven people who really are ready to go to the greatest lengths to achieve their dreams. This summer, I packed my car full of lightbulbs and general Tala goodness, and promptly set off for Dover.
Europe is a multi-legged beast where, to state the obvious, no two markets can be treated in the same way. However, when it comes to plugging the gap between traditional perceptions of conservation and beauty as very separate concepts, I’ve discovered that there are certain key commonalities to be observed.
What has really stood out is how much people are buying into our ethos of sustainable, beautiful technology. Despite our prices being a little steeper than the competition, people realise that when they buy Tala, they’re buying much more than just a lighting product. Tala trades in ‘lighting as an experience’, moving away from the commodity ‘a lightbulb is a lightbulb’ school of thought and towards considering lighting as a focal point in people’s everyday lives – something to be proud of, and a talking point built around energy saving properties, conservation, beautiful product design or a combination of the three.
Our display inside Kant Hause, Berlin
The niche these products fall into differs country by country – while one geography yields great success in large hotel and restaurant projects with clients looking to save money beautifully, Tala might find its sweet spot in high-end design stores in another. However, my learnings so far yield one thing that is refreshingly clear – in one flavour or another, European markets are ready for something new, exciting and beautiful that really changes the game in lighting, a stand-out innovation in a crowded marketplace.
The release of our exciting new Voronoi range is destined to set us apart even more by bringing together all the parts of our ethos of which we’re most proud, not just in Europe but across the globe. Thanks for continuing to follow our progress – we’re very pleased to have you along for the journey!