TJ Lucero - Redwoods Landscape Lighting
TJ in the Redwoods Landscape Lighting warehouse in Augusta, Ga.
In the summer of 2018, TJ Lucero decided to take his years of experience in operations and project management with John Deere and Apple to develop his own products. While purchasing and installing landscape lighting for his home in California, TJ became aware of the chasm between the quality and features of low-end landscape lighting vs that of the high end and saw opportunity. TJ decided to pursue an independent venture in elevating lighting technology for the median family home and general landscaping around the country. He consulted a friend in Georgia with over a decade of experience in landscape lighting and put a plan in place.
With that, Redwoods Landscape Lighting was born and TJ moved back to Augusta, Ga. At the time the economy was rapidly growing and the potential for growth and innovation in the southeast was especially attractive because of low business startup overhead, proximity to ports, and the lower cost of living. According to TJ, giving time to properly develop the product line and scale successfully, along with moving to a community like Augusta, where theClubhou.se was already thriving, would be in the family’s best interest.
Prior to starting Redwoods, TJ worked as an iPhone Operations Program Manager at Apple in the Bay Area for several years. TJ’s career had its start at John Deere in Waterloo, IA as a college graduate. With over 18 years of professional experience he decided the time was right to work on Redwoods full time and in the summer of 2018 he moved his family from the west coast to start Redwoods Landscape Lighting. After TJ settled into Augusta he discovered theClubhou.se and immediately took advantage of establishing relationships and participating in entrepreneurial programming. The return on investment in Augusta is visible in TJ’s sales development. When asked about his experience thus far TJ shared the following:
“theClubhou.se is willing to listen and the CSRA is a great place for entrepreneurship to thrive because of the low cost of living, proximity to ports and available resources such as theClubhou.se.”
So, what is Redwoods exactly?
Redwoods Landscape Lighting provides professional landscape designers and installers premium landscape fixtures with a high value proposition. This enables seamless and beautiful lighting for families all over the country. TJ successfully empowers middle-class real estate of America, and soon Canada, to be literally seen in a new light.
“Not sacrificing quality and design is what Redwoods Lighting is all about [...] with a focus on the connected home.”
Since TJ’s time with theClubhou.se, his immense success in the last quarter has allowed him to maneuver the current economic challenges. While it seems Redwoods Landscape Lighting is experiencing the peak of its growth phase, the second-year startup has been challenged by strong headwinds such as tariffs and the unfortunate pandemic of COVID19. The tariffs were implemented within the first six months after Redwoods founding and have affected margins though Redwoods has been able to successfully navigate them by focusing on cost control, continuing to focus on R&D and not sacrificing on quality.
theClubhou.se offers resources to build and develop a variety of businesses. In discussing challenges here at headquarters, TJ shares that there is an opportunity to further empower entrepreneurs and our coworking members with consultations around business startups in a time where manufacturing and other outsourcing efforts are affected by global issues.
Of the topic of challenges we shed light on two major growing pains:
A. Tariffs, entrepreneurs would look to their hubs like theClubhou.se for solutions and
B. the global pandemic of 2020 regarding COVID19.
In September 2018 the Federal Government added brass light fixtures to the Section 301 tariffs adding a 10% tax to Redwoods products imports. In June 2019 the tariff was increased to and remains 25%.
“The first round of tariffs hit and they seemed manageable. Then the second round of tariffs hit and I thought, ‘What did I get myself into?’”
Redwoods’ current plan focuses on designing, marketing, and distributing out of Georgia and using contract manufacturers for production. While there are many potential manufacturing partners, TJ expresses that the relationship with their current manufacturer is very important to their operation and success. Together they are positively impacting and contributing to the global economy, allowing each to focus on their core competencies. TJ explained, “We use a flexible global supply base not unlike what Apple does. Their focus on design, marketing, and distribution allows them to be flexible.”
Even with the current challenges, Redwoods has ramped up R&D spending and has several new products coming to market later this year. One change brought on by COVID19 is pulling ahead with the introduction of a lower cost uplight as customers are likely to become more cost conscious due to the economic environment. Due to COVID19 the Chinese local authorities extended the Lunar New Year shutdown causing Redwood’s contract manufacturer to be shut down from late-January through March 2nd. Luckily they had coordinated a large shipment that was en route prior to the extended shutdown order. TJ said, “It was right before the Chinese Lunar New Year … I saw in Wuhan that it [COVID19] was spreading exponentially. It wasn’t until March 2nd they (Chinese citizens near the Redwoods CM) were able to go back to restart production.” In the big picture, COVID19 has created a domino effect in productivity for members of theClubhou.se and entrepreneurs like TJ. The impact has led Redwoods to adjust product development timelines, control costs, and have an even closer partnership with key suppliers.
TJ is preparing to mitigate risks for the business while prioritizing his employees. They have adopted practices of social distancing and virtual communications as well as adjusting all their timelines and day to day activity. In uncertain times, theClubhou.se and its innovators are leading certainty and adapting so that the markets keep spinning. There are many companies facing similar if not the identical challenges, it is the role of small business to lead the economy with pivots. This is why we share TJ’s story - it is essential to theClubhou.se core values, to share solutions.
Keep and eye out for Redwoods Landscape Lighting and their new product developments!
All of Redwoods light fixtures are proudly designed and distributed nationwide right here in Georgia. Manufacturing is contracted out to increase flexibility and reduce cost.