Lethbridge was managing director of Cerebrum Lighting from 1970 to 2000 and one of the three original founding committee members of PLASA. He was also president of Celco Inc. in the USA and a director of Durango (France), Specialist Electrical Services and Presentation Consultants, all concurrently with his role as MD at Cerebrum Lighting.
Since 2002, Lethbridge has been operating as a freelance business development consultant in the Middle East, for various PLASA members, but primarily for Pulsar Light of Cambridge, acting as their Middle East sales manager. Pulsar Light will become Lethbridge's first client in the new venture.
Unlike regular overseas distribution companies, the new Dubai based operation will be a manufacturers' agent and technical support office rolled into one, concentrating on project management throughout the Middle East region, says Lethbridge.
The key objective is to provide a centre of excellence in the Middle East for local architects, consultants, designers and contractors to have direct access to highly skilled technicians and quality technical products, manufactured in Europe and the USA.
The new company will initially represent four-five British and American companies, in addition to Pulsar Light of Cambridge. It will provide these companies with the opportunity to have their own brand identity and 'virtual' office in the Middle East, with minimal initial outlay and annual operating costs directly related to sales revenue.
(Jim Evans)
