We partner with Maxim Group, the family behind Maxim Lighting, ET2 and Studio M, on growth, brand, marketing and go-to-market, starting with Studio M's path across North America.
Maxim Group Companies has made lighting in City of Industry, California since 1970, when Jacob Sperling founded Maxim Lighting and was joined by his brother Zvi. Today the family runs three brands with three jobs: Maxim for reach and making, ET2 for projects and specification, and Studio M for authored lighting from Stefanie Hering, Nina Magon, Ryan Saghian, César Giraldo and Mat Sanders.
As the company moves into its second generation, our work connects brand, market and business: how the family is organized, what each brand promises, which rooms carry it, how pricing protects it and how growth is measured. Studio M is where that thinking comes to life first.
Brand Architecture · Positioning · Roadmap
One promise per brand.
We studied how Visual Comfort, Hudson Valley, WAC, Kuzco and EDITION give each brand its own front door, then set a promise for each Maxim brand: reliable lighting for every home, contemporary LED made for projects, and authored lighting from the designers and makers who shape great interiors. Studio M now speaks in its own name, with Maxim's making and reach behind it.
Collection Tiering · Pricing · Authorship
Eighty-nine products, four levels.
Studio M's work, from $352 to $28,983, now reads as Atelier, Designer, Signature and Essentials, each with its own material, price and room. Stefanie Hering's Hering Berlin porcelain leads at the top, named authors carry the Designer level and the house collections open the door.
Market Intelligence · AI · Channel Strategy
43 showrooms scored, 31 prioritized, 8 flagships.
With AI-supported research and scoring, we mapped 43 luxury showrooms across North America on six criteria, alongside 16 galleries and 27 e-commerce platforms. The result is a clear sequence: eight flagships in New York, Miami, Los Angeles, Boston, Toronto and Dallas first, then the core rooms and a gallery edition.
Growth Model · Pricing Policy · Capital Planning
A path to more than double by 2029.
A growth model links doors, sell-through and price: luxury doors carrying Studio M rising from one today to 31 in 2029, minimum advertised pricing lifting realized price 8 to 12 percent, and Atelier pieces never discounted. Each step is tied to a decision the family can fund, measure and review every quarter.
Marketing · Partner Program · Content
A tool for the showroom, not another supplier.
A first meeting kit, a partner program, Studio Nights, a twelve-month calendar from IDS Toronto to Design Miami and the Studio M Journal give every partner a reason to talk, so the brand earns its place on the floor and in the specification.
Separate, elevate, scale.
For a founder-led company entering its second generation, growth means keeping five decades of making and service while giving the next chapter its own voice. Studio M shows how we work: brand, capital and market led as one effort, creating a path to growth the whole family can carry forward.
