Business View Magazine - May 2025

“Our clients are changing the way they do business… they’re trying to draw in a completely different kind of customer compared to 20 or 30 years ago,” Santarelli says, noting that this shift has resulted in a significant uptick in contract opportunities for Dekra-Lite within the Chicagoland region. UNIQUE CULTURE, PRODUCTS, AND PARTNERSHIPS One of Dekra-Lite’s biggest advantages is undoubtedly the uniqueness of its product. For example, a lot of the displays the company makes have not been seen in the Chicagoland area, so much of its expansion in the region has been fueled not just by necessity but also by novelty. However, beneath the surface-level novelty of DekraLite’s installations is a solid brand reputation built on a vital factor: durability. “One thing we have is product longevity… we have upgraded trees that differ from the standard import tree. We have upgraded steel, aluminum, frames, and decorations. Even our garlands are heavier duty than the industry standard,” Sterling says. While similar products offered by competitors usually last around two years, Dekra-Lite is confident in its ability to outperform and outlast.“We’re going to last about five to ten years, depending on the product,” Sterling clarifies. Luckily, product durability never impedes uniqueness and innovation. For example, the Dekra-Lite team partners with a Belgian design firm to import multi-use overhangs and inflatable décor that can transition seamlessly from indoor malls to outdoor plazas. This commitment to quality sets Dekra-Lite apart from cheaper alternatives that often crumble after a season or two. Amid these unique qualities, Dekra-Lite also retains a culture rooted in teamwork.The company often has collaborative kickoff meetings that bring sales, art, and installation teams together to exchange ideas. In these settings, every voice, whether it be from 23 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 05 DEKRA-LITE INDUSTRIES, INC.

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