Booming Business for Pair of DU Alumni
Daniels Alumni start-up now 84th fastest-growing private company in the U.S.
Webb Lawrence, executive vice president and Brian Stern, president at LED Supply Co.
As fraternity brothers and students at the Daniels College of Business, Brian Stern (BSBA ’07) and Webb Lawrence (BSBA ’07) already knew that they would make great business partners one day. All they needed to do was find the right opportunity at the right time.
“We actually bounced a few crazy ideas off each other, until Brian had the idea to do this.” Stern, whose family ran a seafood importing business, saw the demand for efficient and durable LED lighting in the cold storage industry. In college, Stern learned he had a way with numbers and financial models, while Lawrence discovered his gift for salesmanship, successfully selling radio advertising. “I was hired to sell advertising for a local radio station with a signal that could not be heard in downtown Denver, not an easy sale.” So in 2009, unshaken by the recession, the new graduates decided to take the leap of faith and enter an industry they knew almost nothing about: the LED lighting industry.
“Really, it just starts with a vision,” Stern says. “You have an idea for a product and then you figure out how to do it.” During the early days of the business, they spent countless hours at Stern’s kitchen table on late night conference calls with overseas vendors, took apart nearly a hundred product samples and learned everything they could about the technical components of LED lights. “Our motto when we started was just to outwork the competition. Once we learned that there was competition out there.”