Slow and methodical. That’s how Zachary Barry characterizes Aladdin Light Lift Inc.’s approach toward exporting. The Huntsville, Ala., company manufactures electronic motor and wench systems designed to raise and lower chandeliers and decorative lighting.
Like many small manufacturers, Aladdin couldn’t afford to take on great deal of risk. Barry, the company’s international sales manager, led an effort to diversify the company’s market base outside of North America. The company, with average annual revenues of about $6 million, had grown steadily since it opened in 1991. It was already exporting to Canada but didn’t have an overseas presence.
