Design 21 FX Lighting Ltd.
- Founded
- 1997-01-01 in Edmonton, Alberta, Canada
- Headquarters
- Edmonton, Alberta, Canada
- vic@design21.ca
- Phone
- (780) 421-1940
Design 21 FX Lighting Ltd. is a Canadian LED lighting manufacturer, importer, and retailer based in Edmonton, Alberta. Founded in 1997 as a business and incorporated in 1998, the company has operated under its current name since 1999, growing from a local lighting supplier into a factory-direct provider of residential, hospitality, and commercial LED solutions. The company is owned and led by Victor Keith, a pioneer in professional lighting who rebranded his earlier enterprise as Design 21. Its flagship product line, LUMEDGE™ Permanent Christmas Lights, has gained market traction for its app-controlled, long‑term outdoor decorative capabilities. Design 21 also offers RGBIC COB tape lights, top‑view LED neon, dotless ribbon LEDs, dimmable power supplies, and custom lighting design services. Despite a modest public presence—no employee count is published, and no other executives beyond the Keiths are listed—the company ships to both Canada and the United States and carries certifications such as cULus and ETL for its commercial fixtures. The company maintains an active Instagram profile and is listed on the Better Business Bureau with an A+ rating, though it lacks a public LinkedIn page.
Detailed Review
History and Founding
Design 21 FX Lighting Ltd. traces its roots to 1997, when the business was first started, and was formally incorporated on December 21, 1998. Its operational launch came in 1999, as stated on the company website. Owner Victor Keith had already been active in professional lighting before rebranding his existing venture as Design 21. The company set up its headquarters in Edmonton, Alberta, at 1530–111 Avenue NW, where it remains today.
Business Model and Products
The company operates as a factory‑direct importer, manufacturer, and retailer of LED lighting, serving both consumers (B2C) and businesses (B2B). It offers a broad product portfolio: the LUMEDGE™ Permanent Christmas Lights, an app‑controlled decorative LED system with over 200 pre‑programmed effects; RGBIC COB tape lights with individually addressable colours; top‑view LED neon for architectural accenting; dotless ribbon LEDs that produce a smooth continuous line; and dimmable power supplies. Commercial and residential fixtures include soffit lighting, landscape lights, and fully certified commercial LED fixtures (cULus, ETL). The company also provides custom LED solutions for hospitality, commercial, and custom residential projects, along with consulting and sales support.
Market Position and Reach
Design 21 positions itself as a niche player in the LED lighting market, with a particular strength in permanent holiday lighting (LUMEDGE) and architectural accent products. It ships to both Canada and the United States. The company’s relatively low public profile—no employee count or detailed financials are available—suggests a small‑to‑medium enterprise run by a lean team. The absence of a public LinkedIn page further indicates a limited digital corporate presence. Nonetheless, the Better Business Bureau profile lists an A+ rating and two named managers, Victor Keith (President/Owner) and Sady Keith (Management). No other C‑suite roles (CEO, CTO, COO, CFO) have been identified in public sources.
Leadership
Victor Keith is the President and Owner, confirmed by both the BBB profile and a Business in Edmonton article that describes him as a pioneer in professional lighting who rebranded his company as Design 21. His exact background before Design 21 is not detailed in public sources. Sady Keith is listed as management on the BBB profile, but a specific role title is not given. Together, they appear to constitute the company’s senior leadership.
Recent Developments and Industry Context
No recent news articles covering funding, partnerships, or major contracts for Design 21 were found for 2025–2026. The company maintains an Instagram presence and continues to market its core product lines. Industry trends, such as the growing demand for smart, app‑controlled lighting and energy‑efficient LED solutions, favour the types of products Design 21 offers, but no specific strategic announcements were located.
Key Products
LUMEDGE™ Permanent Christmas Lights
A decorative LED lighting system for long-term outdoor use. Features an app with 200+ pre-programmed effects and a custom editor. Used for permanent holiday lights, potlights, soffit lighting, backyard/deck lighting.
RGBIC COB Tape Light
Chip-on-board LED tape light with RGBIC (individually controllable) technology, allowing multiple colours on one strip.
Top-View LED Neon
LED neon strip light that emits light from the top (top-view), designed for architectural accent lighting.
Dotless Ribbon LED
LED ribbon light with no visible dots (dotless), providing a smooth, continuous line of light.
Dimmable Power Supplies
LED-compatible dimmable power supplies for adjustable brightness control.
Commercial LED Lighting
Full range of certified LED fixtures for commercial applications (cULus, ETL certified).
Residential LED Lighting
LED fixtures for home use, including soffit lighting, outdoor landscape lights.
Custom LED Lighting
Bespoke LED solutions for hospitality, commercial, and custom residential projects.
Key Persons
- Victor Keith
President/Owner