Pottery Avenue Intro 21 Aug 20

Alexander Joseph
Luxury Cordless Lamps

Prepared for
Twila Abrams
Of
Pottery Avenue

Dear Twila
Ken J Kangal asked me to send you some information about our business and products.
Perhaps the place to start is with my background. I have a long history of creating first to market
propositions, primarily technologies. Generally, developing something brand new delivers good
margins and ensures people are curious about the product, making a business launch far easier. From
my perspective doing something that has never been done before is interesting, nowadays this is
what drives me.
Amongst other things my teams and I have previously developed a radiation detection system
(radiometric) for the nuclear sector. Originally the technology was developed for Fukushima, it is
now licenced and used across the world, it is still the only system available. We created a stereoscopic
imaging system which we sold to the US Federal Rail Administration. Developed two technologies
for the renewable energy industry, finally selling the business in 2016 which had offices in London,
Boston, and Hamburg. The world’s first tactical ball, the first connected car system, and now
cordless lamps are also on the list of our endeavours.
Having developed 16 first to market ‘things’ my family and I have created our own ecosystem of
talent in the businesses we currently own. This means we have the financial and human resources to
drive our businesses without third party influence.
Alexander Joseph is a family run business, we created the technology we use and have a series of
patents pending, you will see more information about our technology in the following pages. This
means Alexander Joseph are the world’s only luxury cordless lamp maker.

We care passionately about our reputation for quality and our customer service. If we say we will
do something, we will do it. No ifs no buts. We always try to deal with people fairly and honestly,
this extends to our greatest assets, our staff.
Lighting is made entirely by hand in our artisan workshops in rural England, this includes all our
glass blowing, ceramics, metal fabrications, electronics, and assembly. The only parts not made
inhouse are our lampshades, these are supplied by a UK business who have been making lampshades
for over 160 years. Everything we make is of exceptional quality, each lamp is issued with a serial
number, every component and material along with the exact colour is recorded. This enables clients
to replace a damaged lampshade, body, or component without the need to replace the lamp.
In addition to our permanent range, periodically we create one of a kind pieces, these are perfect for
exhibitions and generate good quality media coverage & PR, they also help us to demonstrate our
craftsmanship. We also welcome customer commissions which have become incredibly popular.
Since our launch, our permanent range has grown from twenty options to over one hundred, we will
continue to grow this to two hundred designs. Each lamp design can take four months to perfect,
costing at least £7,000 each. To deliver on our growth plans most of our designs are in collaboration
with artists, product designers, interior designers or even architects. We have an unusual approach
to rewarding our design partners, this means they can benefit from sales in perpetuity.

Our business is overwhelmingly trade oriented. To date our largest sector has been interior
designers, other key markets have been luxury hotels, property developers, super yacht builders
and hospitality.
Despite restricting sales & marketing activity to the UK since launch, Alexander Joseph have
enjoyed sales from across the world, including North America. We are just about to deliver our
largest overseas order yet to a hotel in Florida.
Our growth strategy is via indirect channels. The objective for the coming year is to appoint
distributors in overseas territories, ideally on an exclusive territory basis. Distributors will take
responsibility for all sales activity in their territory, including customer deliveries and service,
any enquiry received by Alexander Joseph will be passed to the distributor.
Alexander Mark Robinson,
Managing Director

History
Our founders have a long history of creating disruptive and innovative products. In late 2017
they moved to a beautiful house in the country with larger rooms. Furniture was to be placed in
the middle of rooms rather than against the walls, lifting the oak floors to install power was not
an option, neither was hiding ugly cables under rugs, so lighting would have to be cordless. One
small problem was, other than cheap novelty or garden lights there were no cordless lamps. So,
they decided to make their own.
After a little research it became clear why cordless lamps were not available. It just was not
possible to make lamps to meet the same standards required for conventional lamps.
Always ready for a challenge the founders set about developing something disruptive. The
biggest challenge would be global safety certification and creating a genuine alternative to
conventional lighting without a plug and cord. After 12 months of development and rigorous
third-party testing Alexander Joseph was launched with products certified for sale across the
world.

Our Cordless Technology
Alexander Joseph set out to build cordless lamps that offer a viable alternative to conventional
lighting, but without the ugly cord, or the need to be tethered to your power supply.
Our batteries, electronics, LED drivers and firmware were designed by our own team and are
made exclusively for our lamps. Alexander Joseph has developed its own bulb for use with lamps,
this operates using less energy than traditional LED bulbs with the control drivers placed within
the base rather than the bulb. Our technology is hidden within a sealed base, or within the lamp
body, this varies and is normally a function of the lamp design.
The technical team developed over a dozen innovative techniques in the way the batteries are
charged then used, most of these are not used on any other cordless product. Collectively these
techniques offer a step change in lamp endurance, making a cordless proposition viable. Lamps
allow three to four weeks of evening use on a single charge.
Each lamp is supplied with its own specially developed charger, coupled to the lamp via a USB
style connector. As batteries become depleted a red LED display will illuminate the surface the
lamp is standing upon. Users will connect the charger to replenish batteries, an average charge
will take three hours. Once fully charged a green light will illuminate the surface.

Craftsmanship
Without exquisite craftsmanship, a beautiful design is destined to mediocrity, so craftsmanship
is the cornerstone of everything we do and stand for. We seek out and hire the best artists, then
provide them with an environment to allow their ability to shine.
Alexander Joseph has no automated and programmable processes. We make everything by hand,
using traditional tooling. This said, we are always exploring new materials and techniques to
expand our knowledge and ultimately our reputation.
Each lamp is issued with a unique serial number and is supplied with a certificate of authenticity.

Contact Us
If you have any questions or would like to speak to a member of the Alexander Joseph team, please call us on
+44 1202 863600
Or email us at
enquiries@alexanderjoseph.co.uk
kjk1@alexanderjoseph.co.uk
www.alexanderjoseph.co.uk

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www.alexanderjoseph.co.uk