A surge in demand for Soraa’s full visible spectrum GaN on GaN™ LED MR16 lamps has led the company to appoint two new leaders to its sales organization—George Stringer and Nick Farraway. George joins the company as Senior Vice President of North America Sales and Nick joins as Senior Vice President of International Sales; both will report to Tom Caulfield, President and COO of Soraa.

“The Soraa VIVID LED MR16 lamp is widely regarded as the best in the world in terms of brightness and color rendering—this has fueled sales growth over the past year and created the need to expand our sales organization,” said Dr. Tom Caulfield, President and COO of Soraa. “Both George and Nick bring energy, ingenuity and industry insight to help us chart a successful course for the company in the coming years.”

A highly recognized sales leader throughout the lighting industry with a history of success in building top sales talent and innovating sales processes, George comes to Soraa following 16 years with Acuity Brands Lighting in a variety of senior level sales and sales management roles. His last role at Acuity was as Vice President and General Manager for Corporate Accounts, Renovation, and Government; where he revitalized the National Account organization introducing a new strategic vision and turning it into a high performance sales channel. He brings to Soraa considerable expertise in all sales channels and motions; direct, distribution, manufacturer’s representatives, and national and regional accounts.

“Response to Soraa’s products from the marketplace has been extraordinary and I’m excited to be part of its seasoned and professional management team,” said Stringer.

An internationally recognized lighting expert with over 30 years of global industry experience, Nick brings a wide range expertise in lamps, fixtures and applications to the Soraa team. He previously held senior executive roles at Sylvania, Thorn and Zumtobel Lighting; working through all channels from international project specification to general wholesale distribution and retail. He led the successful bid teams on several prominent international projects, including London Heathrow Airport Terminal 5 and Wembley International Football Stadium. Nick holds a BEng from Middlesex University.

“Soraa maintains a rare agility that consistently outperforms the competition, not only in the inventiveness and quality of its products, but also in their ability to maneuver within the marketplace to create new business opportunities. I’m thrilled to join the company at such an exciting time,” said Farraway.