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04/24/2018

Lowe’s overhauls its light bulb aisle

Mooresville, N.C.-based Lowe’s is lighting up its U.S. stores with a new light bulb offering that intends to take advantage of an exclusive deal with GE Lighting.

As part of an expanded relationship with GE Lighting that was announced Tuesday, Lowe’s will become “the only nationwide home center to offer GE light bulbs,” the retailer said. Additionally, GE Lighting will become the only nationwide supplier to Lowe’s U.S. consumer retail outlets for light bulbs, including GE’s reveal line.

In the competitive landscape of light bulb retailing, the exclusivity of the deal seems to be limited to the two national home centers -- in other words Home Depot and Lowe's. The light bulb options at Home Depot are Philips, Eco Smart, Cree and Feit. The expanded deal appears to have no impact on GE Lighting’s vendor relationship with the independent hardware channel. Also, a quick look at Walmart.com shows a variety of GE light bulbs available for purchase.

Lowe’s trumpets its new bulb aisle as one that simplifies the customer selection process. It aims to provide a variety of products in an arrangement that makes price comparison easy.  Also, GE’s packaging will be color coordinated – warm yellow for soft white and cooler blue for daylight.

“We are thrilled to expand our partnership and make purchasing a light bulb easier than ever before,” said Ann Haines, Lowe’s merchandising VP for lighting.

The new light bulb offering includes an expanded assortment of energy-efficient options, with more than half of the selection dedicated to LED solutions. A focal point of the LED category is GE’s reveal HD+ LED light bulbs, according to the announcement.

Daraius Patell, head of GE Lighting’s North America consumer business, says the manufacturer continues to expand the reveal offering, including the addition of LED options.