The Intelligence of Light ®

The Intelligence of Light
The Intelligence of Light

The Intelligence of Light

WE-EF is a global manufacturer of high-performance exterior luminaires renowned for outstanding engineering design and innovative optical systems. Established in 1950 in Germany, WE-EF is recognized worldwide as a leading exterior lighting specialist that provides professional lighting solutions for various applications, ranging from urban spaces to architectural projects.

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Diversified Acquires Ron Fogel & Associates

Ron Fogel & Associates
Diversified Lighting Products

Diversified Expands Controls & Service Capabilities with Acquisition of Ron Fogel & Associates

To provide the Design and Construction community of New Jersey, Eastern PA and Delaware with unified representation of Electronic Theater Controls (ETC) and a broader set of localized field services, Diversified proudly announces the acquisition of Ron Fogel & Associates (RFnA).  Continuing forward as Ron Fogel & Associates – A Diversified Company, the RFnA sales team will work directly with the Diversified NJ specification team, and the broader Diversified Controls & Services team to deliver unparalleled design and integration solutions for Performance Architectural and Theatrical projects. 

Ron Fogel offered the following thoughts, “I couldn’t be more excited to join the Diversified family.  As lighting fixtures and controls continue to become increasingly integrated, I thought joining Diversified – a full-service lighting representative with considerable resource and reach – would best position the company and our partners for continued success.  We are just getting started, but already earning some immediate wins!”

Mike Buchwald and Ken Noll, Principals for Diversified NJ, explained “We have partnered with Ron Fogel & Associates for many years, so this was a natural move to formalize our relationship in order to meet the considerable growth and importance of lighting controls in North Jersey.  We are excited to partner with a powerhouse like ETC, and pair it with our other performance lines to create best-in-class solutions for our customers.  In addition, when you combine this move with the multiple sales hires from last fall, we have now doubled the size of our team and are clearly positioned to be a top agency in North Jersey.”

Lance Hollner, Executive Vice President for Diversified, added “This move is a key part of our overall investment strategy for Diversified, and our continuous effort to represent the best manufacturers and provide complete solutions for our customers. Since last August, we have added 25 new lines to the Diversified NJ portfolio, and the addition of Ron Fogel & Associates unifies our performance controls offering and enables us serve customers in both territories with streamlined project support and industry leading design and field service options.”

Ron Fogel & Associates will continue to operate from their current office in Pompton Plains for the immediate future and can be contacted directly at 973-571-0300 or found at  Diversified NJ, with their office and resource center located in nearby Fairfield, NJ, can be reached at 973-439-1524 and found at  Contact information for the other Diversified offices and line card for Eastern PA, DE, and South/Central NJ Territory can be found at

About Diversified

Diversified has been a leading representative of high-quality lighting and controls for over 50 years.  With regional resource centers in Philadelphia, Warminster, Fairfield, Allentown, Lancaster and Wilmington, Diversified has over 100 sales, design, and service professionals serving Eastern PA, DE and all of NJ.  In 2019, Diversified was #1 in North American sales for both Hubbell and Kenall. 

Disinfection Lighting Solutions at Diversified

Continuously disinfect your environment.

Provide continuous environmental disinfection as part of a lighting system with Disinfecting Lighting Solutions at Diversified. Automatically treat harmful microorganisms suspended in air, trapped on objects and residing on surfaces.

A New Alternative – Visible Light

Researchers at University of Strathclyde discover that bacteria and microorganisms can be killed by 405 nm Visible light, patenting the initial technology in 2007

405nm light is near UV, but NOT UV, and has been shown safe for humans/materials

How It Works

Unlike UV, which upsets cellular DNA, 405nm Visible Light Disinfection (VLD) excites the Porphyrins in the cell, yielding reactive oxidative species that deactivate the cell

Learn more>

Host your next event at one of our local lighting resource centers!


Diversified continues to reinvest in resources that enable the local design and construction community. As an employee-owned company, Diversified continues to reinvest in resources which enable the local design and construction community to better experience and specify lighting and control solutions.  The opening of our downtown Philadelphia resource center at the Bourse Building, in conjunction […]

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Diversified reveals a new name & look!

Diversified Group

As part of this continued growth and investment, we also felt it was an appropriate time to evolve our brand and logo to better reflect our focus on serving our customers with a wider array of solutions and services. With that in mind, our agency will now simply be known as Diversified, with a new logo that features a clean and modern style, yet carries a classic and robust feel reflective of our 50+ year history serving the market.

Lightfair Philadelphia right around the corner!

LightFair 2019 exhibitors prepare for the City of Brotherly Love. LightFair International launches next week in Philadelphia, PA, with this year’s theme “The Synergy of Light in Life.” The organizers have placed the integration of connectivity and design at the forefront of this year’s conference and tradeshow, so we will see how that is demonstrated […]

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Diversified Joins Forces with Essential Lighting in North Jersey!

Diversified, the largest lighting representative of Eastern PA, DE, and South Jersey, and Essential Lighting Associates of North Jersey have joined forces to provide local specifiers, contractors, distributors, and building owners with best-in-class design for their lighting and control needs.  The newly combined agency will be known as the Diversified Group with separate regional entities of Diversified PHL and Diversified NJ, in respect of differences in line card and local personnel.

Michael Buchwald and Kenneth Noll will continue as principals of Diversified NJ driving day-to-day quotations and project business with Distributors and Contractors. Lance Hollner, who leads the Specification, Controls and Marketing Teams at Diversified Group and Brian Connors, who directly leads the Specification efforts, will add additional leadership to this newly combined agency.  In addition, hiring has already commenced with at least four new specification and controls personnel coming onboard immediately.

“Our merger with Essential Lighting fulfills a long held goal of expansion so that we can better serve our customers doing business across all of New Jersey.  It also enables us to preserve specifications coming out of Philadelphia and other surrounding territories”, explains Bruce King, CEO of Diversified Group.

Buchwald added “The joining of our agency with Diversified provided us immediate access to significant resources and capabilities, allowing Ken and I to greatly accelerate our efforts towards being the premier agency in North Jersey”.

In addition to joining the agencies and quickly growing the local team, Diversified NJ plans to add several new factories to their line card in the very near future. “Lighting Manufacturers appreciate our track record of success,” Hollner stated.  “Further, most manufacturers agree the market will benefit from new representation options, and are excited about our detailed expansion plans.  We look forward to several upcoming announcements of factories joining Diversified NJ as well as other details yet to come.”
About Diversified & Essential
Diversified is a leading representative of high quality lighting and controls.  Counting all of Hubbell, Legrand, and Leviton’s lighting lines amongst their wide variety of solutions, their 80+ associates and four resource centers have been serving their customers for over 50 years.

Essential Lighting Associates acquired the territory from Electric Lighting Agencies in 2017, where they continued to represent ~ 70 lines, including Hubbell, Color Kinetics, Pinnacle, Ledra Brands, and Digital Lumens.  With a new office and a resource center in Fairfield, this dynamic and growing team is better equipped than ever to provide complete lighting & control solutions to the North Jersey market.

For additional information, please contact Mike Buchwald or Ken Noll at 973-439-1524 or visit our current websites at and


Diversified is happy to announce our partnership with Lumium Lighting. Lumium Lighting is inspired by creativity, motivated through innovation, and dedicated to producing visually stunning and High performing light fixtures, and is a company passionate about lighting. As designers they view the world with the notion that “good enough” never is. Holding to the belief […]

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