RealVNC mid-banner general
Advertisement: KISS
Advertisement: Wild Knight Vodka
Advertisement: Mobas mid banner
RealVNC mid banner careers
ARM Innovation Hub
Advertisement: BKL
Advertisement: Cambridge Network
Advertisement: Barclays Eagle Labs
16 June, 2014 - 13:55 By Tony Quested

Armadillo lights up the US


LED lighting pioneer Armadillo Electronics has won a significant contract involving a vast swathe of street lights between New York and Washington – a project involving thousands of devices.

For Armadillo, which designs and supplies the technology from its UK headquarters in Great Dunmow, Essex, the contract is the first major payback from its decision to set up a US sales base in New Jersey two years ago.

And more big business appears to be on the way in the land of king dollar. Managing director David Bide said the US sales team were fielding inquiries from Indianapolis to Nevada, across central and northern America and as far south as New Orleans.

The company, which has engineered international success with a headcount of just 20, is now hiring daily to keep pace with demand on both sides of the Atlantic.

Bide will share the secrets of the company's success with attendees at next week's Transatlantic Business Forum at the Imperial War Museum, Duxford, on June 24 when American trade heavyweights will outline opportunities for East of England companies to win new business Stateside.

Armadillo is able to provide a classic case study on transatlantic trade. Bide tells Business Weekly that this side of the Atlantic the company has just completed work for the City of London, lighting the monument to the Great Fire of London, providing LED capability at St Paul's, the Millennium Bridge and the Tate Modern.

Bide expects the scale of orders to accumulate further as the company fleshes out its capability from a pure IP core to a more product driven proposition.

As he will tell Transatlantic Business Forum attendees next week, Armadillo has progressed from vehicle brake lights in the 1980s when it used Hewlett Packard and Toshiba high brightness red LEDs. Overhead motorway signs contain huge quantities of LED, many new traffic signalling and awareness roadside signs are moving to LED and LED street lighting is bonanza territory.

Armadillo now uses even more robust and longer lasting Surface Mount Devices which deliver better properties for thermal conductivity, increasing the usable life span for fixed colour stability >50,000hrs.

The really good news for Armadillo is that the LED market is still in its infancy.

The Transatlantic Business Forum is the brainwave of Cambridge consultancy Deyton Bell, which has major clients on both sides of the Pond.

The US has the largest and most powerful economy in the world and is the leading single market for nearly every significant business sector. The US and the UK share the world’s largest direct investment partnership, with both countries being the largest investor in the other and the US remains Britain’s largest single export market.

The Transatlantic Business Forum is a must for anyone who is considering or involved in transatlantic business development. It will highlight the vast opportunities available to UK companies interested in exploring or developing US opportunities and will explore key issues, actions and strategies that need to be considered when engaging in highly competitive transatlantic markets.

Directors and senior managers who want to open dialogue or develop relationships with Transatlantic contacts, who want to find out more about the opportunities that exist, who want to explore trading or investment activities or who want their organisations to succeed when doing business across the Atlantic should attend.

Deyton Bell is hosting the event in association with The Council of American States in Europe. The Ambassador of the United States of America to the UK, Matthew W. Barzun, has agreed to make the keynote speech at the event.

Registration is at 8 am and a full programme of speakers is available at the website –

You can also book by contacting Deyton Bell on 01223 873033 or emailing: transatlanticbusinessforum [at]


• PHOTOGRAPH SHOWS: Armadillo managing director, David Bide

Add new comment

Advertisement: Barclays Eagle Labs

Newsletter Subscription

Stay informed of the latest news and features