At Hawthorne, our top priority is providing the highest-quality service and best-in-class brands to our retail partners and growers.
Together, we’re working to empower you to reach your fullest potential, seize new opportunities, and manage through this ever-evolving and challenging industry.
With this in mind, we want to inform you of strategic changes in Hawthorne’s lighting portfolio aimed at helping build a more sustainable industry now and for the future. We will narrow the portfolio to be more focused as we move into 2023. This is a continuation of the strategy we announced earlier to sunset the Sun System brand.
Focusing our lighting portfolio
Over the next few months, we will narrow down the portfolio, leaning into the sustainable LED technology that is driving the future of the cannabis industry. As part of the refocus, we will move away from selling high-intensity discharge (HID) and high-pressure sodium (HPS) lights, a thirty-year-old technology that has become a commodity in the industry and is less energy efficient than LEDs. This will be a phased approach that we expect to complete by the end of this calendar year.
There is increasing emphasis on how best to approach environmental sustainability in cannabis cultivation. As the industry leader, we have a responsibility to drive innovation and technology that will build a more sustainable cannabis industry. And most importantly, we see our role as being the catalyst for helping growers drive energy savings and efficiencies in affordable, cost-efficient ways. Lighting is one area in which our innovation can make a difference. An example of this is our Gavita CT1930e LED, which generates five percent more light output than traditional HID lights but uses 20 percent less energy.
Through this transition, we will continue our highest level of customer service and support. While we will no longer sell new HID and HPS fixtures, we will continue to service these lights under the warranty period and work with you as you sell through inventory. Our sales team will work with growers transitioning to LED to obtain energy rebates that make the transition cost effective.
Discontinuing the Luxx brand
Given where the market is now and in the foreseeable future, we will also discontinue selling Luxx Lighting on December 31, 2022. We recognize that Luxx has been a well-loved, trusted brand in the market and was built by growers. While we plan to sunset the brand, the Luxx team improved our marketing savvy to work with growers and credible influencers. It also brought us technologies that can be integrated into our Gavita offering.
We acquired Luxx Lighting to bolster the Hawthorne lighting portfolio and enable us to provide cultivators with a more extensive range of lighting options to meet their needs. The downturn in the market has created the need for us to narrow our portfolio. Moving forward, we will continue to innovate with the Gavita brand. Additionally, our new AgroLux Wega LED lights have proven to have high success in the greenhouse growing market and have the potential to become an option for cannabis growers moving forward.
We will work closely with you through this transition and as you sell through inventory. While we will no longer sell Luxx lights after December 31, we will continue to service all Luxx warranties in the market for our customers and growers, offering our topmost customer service and support.
These are forward-looking changes to the Hawthorne portfolio. As the cannabis industry continues to evolve, we are helping to build a more sustainable industry for the future. We remain on the cutting edge of innovation and technology, providing growers with solutions that are better for their yields and the environment. As always, we will put you first as we make these transitions, providing our first-in-class support and service.
We remain steadfast in our commitment to this industry and your success. We are here to answer any questions you may have. Please feel free to contact us.