Times Advocate, 1991-01-23, Page 5Lighting company enjoys .unique position in marketplace
By VAR( Lewisay - While
many companies are
relocating in search
of lower operating
costs and larger
markets, Steve Le-
Faive continues as
southern Ontario's only
lighting manufacturer.
Located southeast of
Varna, Citation Lighting is owned
and operated by Steve and his wife
Ruby who, along with a small
staff, supply stores with both solid
and cast brass fixtures. Steve is
responsible for the actual produc-
tion while Ruby handles packag-
ing and acts as bookkeeper. In ad-
dition, two part-time workers
assist the owners when necessary.
Currently, the company employs
three salespersons who cover most
of southern Ontario. Citation has
recently expanded its territory
eastward but avoids the Toronto
market.
After several profitable years as
a manufacturer in Toronto, Steve
decided they had had enough of
the big city. After coming to the
area and spending eight years with
the canning factory in Exeter, the
couple decided to re-enter manu-
facturing and set up shop in Var-
na. - Since then, the company has
enjoyed success despite the many
changes which have occurred in the
industry itself.
"Back then it was much different
in industry," says Steve. You
shook a guy's hand and that was a
deal."
Steve also notes that the trade
wasn't quite as competitive then as
it is now. For a while, indiviJpa1
began to flood the market' with
cheaper products which, although
of poor quality, did damage to the
bottom end sales of many compa-
nies. In order to compensate, Steve
decided that, instead of depreciat-
ing his own product, he would im-
prove upon his already high stan-
dards.
Citation Lighting began to up-
grade their line of fixtures to appeal
to the industry's top end. More
lamps were made containing solid
brass and the company switched
from styrene shades to those of
hand sewn silk. The result, last
year the Varna company distributed
over 4,500 fixtures.
The company deals almost exclu-
sively with stores, but there are cer-
tain exceptions. For instance, last
year Citation supplied lighting to a
Newfoundland hotel. Asked about
supplying individuals the owner
states that it would be awkward for
him to operate both ends of the
business.
"We don't have a showroom like mainly to stores."
a large manufacturer in say, Toron- But Steve worries about the Ca-
to. So for now we're content to sella. nadian market which he says has
shriveled since the imptemen1$Lon
of free trade and will continue to
diminish with the (IST. The main
concern is over the companies
t�Ie various parts re-
quired
e-
q tiin the manufacturing of
lam With the exception of the
shades, which are manufactured in
Montreal and North Bay,the com-
panies which once supplied opera-
tions such as Citation have all
moved south of the border. Nary :a
one can be found in Canada. •
Unlike their suppliers, Steve and
Ruby have chosen to remain in
At one time they enter -
thoughts of becoming just
distributors but decided against it
'vhen they discovered that the qual-
ity was not the same.
Presently, Fixturesproduced in
Varna can be found in many loca-
dons throughout Canada Locally,
they are distributed to stores such
as Dinney's Furniture of Exeter.
Citation Lighting is the last of its
breed in southern Ontario. Steve
and Ruby LeFaive ensure that it
will remain the best.
*NO iso 10
.9% .*u 04vtt"fn4ri
veunza
MIND. TRAMPIERAnta
VIA CHASM twat •
• PEOPLE HELPING PEOPLE •
Touch of brass - Steve Lefaive, owner of Citation Lighting, operates on one of the brass fixtures which
`las helped to solidify his business.
INVESTM( NTS
524-2773 ,004.601 1-800-265.5503
Check out a Clinton Community Credit Union .. .
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CLINTON COMMUNITY
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374 Main St.
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Phone 235-0640
70 Ontario St.
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ACF ASSET
ar.LO CATSO M
OCT. 31/76
OCT. 31/90
AGF Canadian •
Equity d
Limit5628,233
AGF Money
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5425,546
AGF Canadian
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SERVING THE COMMUNITY SINCE 1952
Bill EMsdngfOn
Exeter native elected
to head IBM Canada
77 79 81 83 ss 87
MORE TRE OF RASP'
What Fortune Magazine has to say about Asset
Allocation is even more true of RRSPs where dividends and
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AGF's Asset Allocation Service offers a computer based
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ROW ASSET ALLOC*CIION WORKS
The model operates by constantly calculating expected
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compAring current relationships with historical relationships.
TORONTO - A former Exeter area resident, Bill Etherington, has
been named as the new president and chief executive officer of the
Canadian division of IBM.
Etherington has just returned from 'two years spent with IBM's
Latin American divisibn, explained IBM media relations manager
Stan Didzbhalis.
The 49 year old Etherington takes over the operation of an
opera-
tion that boasted revenues of $4.58 bitdon in 1990, including $1.84
billion in exports. IBM Canada emplqs some 13,000 people.
Etherington trcepplaces former CEO Iohn Thompion who is moving
up to the positidn of vice president of marketing and service for
IBM in New York.
Etherington joined IBM's London office in 1964 after gradtadng
from the University of Western Ontario with a Badtelor of Science
degree in electrical engineering. Ile has sieve wonted in several Ca-
nadian Cities and wasa in 1980.
His parents, Archie a� pill live at their Usborne Township
cattle farm, bat could not be reached for comment.
Btheringum's cousin Derek said the armouncement ante as some-
thing of a surprise.
"Mind you, he's been with them fort �1y 30 years, so he de-
serves it, said Derek. I don't suppose hethought he'd end up there
when he started."
\- Exeter Town Council, at their Monday meeting, speed to recog-
nize Etherington's achievement by sending hint acrd of la-
tae on the town's behalf.
As deviations from normal increase, the model allocates a
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COST
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' . „'r•ay� Gary C. Bean
RBC Dominion Securities Inc.
188 Main Street South
Exeter, Ontario NOM ISO
Noma -
rIGT
Address.
City: Prov.: Postal Code -
a Horne Phone:
Bus . Phone -
P`s. tis , •
AGF ASSET AL
This advertisement s not to be oonatiroes ss • pubic aratnq The 08enrq is mode solely by the relevant pospechese. what contest details of chirps The Asset Moulton Sema may be waned by
investors resident in those jurittictions wMMn AGFA wowed to edmIU10 tris service. Copes of the peeupecll es May be obtained from en investment dealer Of mutwl turd speeulrl H those
hrrmebons Reuse reed theft( ptor to mike. a purdire and want than lot ntlerence. Rates of rears Mown am maw annual compound reins fa the penods indicated. and are calculated on the
eel amount moaned All Mures assume ,art d% of Weldomor drtribun tribunate. Rata et reins fat AN, MaSpruce ce and for the tntdetlyng Aura' are u follows, for ponds .1146^9 Oclober 31.
1990: Are( Alkenom: 14 yeas 18.116.10 years 15.0%, 5 years SIPA 3 yews 5 5% 1 year -1.41 For AOF Gime £Qtly F und. 14 years 14 ON. 10 years a .116, 5 year, 21 %. 3 years -15N. 1 year -24.8%
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DOMINION
SECURITIES
Gary C. Bean
RBC Dominion Securities Inc.
186 Main Street South
Exeter, Ontario NOM 1S0
(519) 235-2231
1800-265-3478
1