"And then a light went off…"

When people ask how Levenger began, I tell them that getting fired from my job helped quite a bit.

Not that I was fired for anything bad, really. I just made a bargain with my boss, the president of the software company for which I was supposed to develop new business. In a manner that must have come across as cocky, I told my boss, “Either the project I’m working on gets approved by the board, or I should move on.”

I was rather disappointed with my career at that point. At 33, I had spent a lot of time in higher education and had tried out a few different careers without much success. I saw people above me on the corporate ladder who didn’t seem to have much more on the ball than I did, and I felt stuck on the middle rungs. So I wanted to make some bold moves at this company and move up.

When the board shot down my idea, I was hoping my president would have forgotten my brash bargain. He didn’t.

The president was a nice enough guy with a Harvard MBA. He called me into his office to say it was time for me to go, and said he felt bad about it, since he knew my wife was expecting our first child, but business was business.

I suspect he also perceived—correctly—that I was one of those guys determined to be an entrepreneur, so he might as well get me started with a friendly goodbye, a few months’ severance, and a push overboard. In retrospect, getting tossed out of the salary ship was the cold shock I needed.

Soon after, Lori began her maternity leave from a successful career at IBM, and a couple of high-tech refugees launched their startup lifeboat into the turbulent seas of late 1980s America.

Where did the name Levenger come from? We combined Leveen and Granger. It sounded good enough and was shorter than two names.

When shopping for lighting for our first home (while still employed), we became frustrated with the offerings at stores but intrigued with the new halogen lights. The bright, white light seemed like a new generation of computer chips to us. And just as new microchips allowed computers to do new things, we understood new halogen bulbs would allow lighting fixtures to do new things.

After visiting the wholesale lighting shows, we put together a collection of some of the designs we liked best, and put together a tiny catalog—really just one large sheet folded twice—and advertised it with a one-inch ad in The New Yorker.

Those blessed readers of The New Yorker called to ask, “Do you really know about reading lights? Because it’s very important to us…” Actually, we knew nothing about reading lights. We did know enough, however, to listen to what potential customers wanted, so we visited lighting engineers, bulb manufacturers, and vision experts, and quickly became experts of a sort. At least we had more expertise than the salesperson you might find at your local lighting store. And so, our tiny business began to make sales.

We thought the key market would be for lights next to personal computers, which were then flooding into homes, but the demand was actually for a far older pursuit—reading in bed.

That was the first of many surprises that would come over the next 20 years, not the least of which is that we’re still around, and, with the help of capable staff members and now millions of beloved customers, Levenger is thriving.

So our heartfelt birthday thanks to you, dear customers. It’s been a rewarding adventure we hope continues for many years to come.

Find more on this subject at Levenger.com 

Comments

[annette favale]

Steve~
I have known about your company for many years and have always been impressed by the amazing products and the quality behind them.

I lived in the West Palm Beach area for over 18 years and visited your store quite often.

I now live in Naples on the West Coast and miss being able to come in and shop and visit the cafe with my two girls.

I work for a company called Paris Ceramics in the new design center here and understand the commitment you have for quality, high-end products since I work with stone products that are equally amazing and unique.

I am going to be buying a new home in the very near future and I will definitely be visiting your site when it's time to shop again for lighting and furniture for the avid readers we all are!

Take care,
Annette Favale

[Robert Ferguson]

I have bought many bookmarks throughout the years and the one's I use the most are the simplest in design. I would like to see a bookmark made entirely of silk. Straight, with no frills, charms or attachments of any kind. One could carry several crumpled in a pocket. They would be inexpensive to make, and would always be in demand as long as there are books in which to put them. What do you think?

[Charles Cranna]

I came across your catalog several years ago and became a "fan" straight off !! then a few years ago I discovered your store a few short miles from where I had parked my motor home in Delray Beach, oh baby !!!! last year I introduced my 15 year old grand daughter to pen and ink !!! she didn't know or had never seen a real pen !! unbeliveable !!! although not allowed to use them in school (?) she now has three pens !!
I refer anybody that will listen to your great store/catalog !!!
Great Job !!!
CharleyBoy

[Paul Arnold]

Steve --

I may be one of your very first customers. I bought two or three Delta floor lamps from you, and (maybe a bit later) a tripod lamp.

When I placed my early orders, your company was so new that you didn't yet accept credit cards, and you, Steve, personally picked up the phone each time I called.

I still buy and enjoy your products. I'm a writer, and virtually all of my rewriting is done in large part on a Writer's Oasis. When I type on my Alphasmart Neo in my living room, the Neo sits atop a Laplander.

I was saddened by the decline in quality of the shirt pocket briefcase I received as a gift (to replace a lost one), but throughout the years that has been the sole product of yours that has not earned full marks from me. On balance, an excellent record.

Congratulations, and keep up the grand work.

-- Paul