NightCutter Leaving Retail Flashlight Market

[Phil Elmore]

On 7 April 2005, The Martialist received a letter from Lightship Enterprises, LLC, manufacturers of the NightCutter lights. The letter informed NightCutter's retail dealers that the company was leaving the retail market. No further explanation was provided.

I am genuinlely sorry to see this happen. I liked the NightCutter lights and they were very popular with readers of my publication. I'm going to have to stock Inova and Streamlight to take up the slack; I wonder if this has something to do with the legal business involving multiple LED torches about which I've heard rumblings on other sites...?

 

[Phil Elmore]

I heard from the owner of NightCutter this evening. They weren't sued, they haven't gone out of business, and all is well -- but they were not surviving in the retail flashlight market. That was why they chose to leave it and focus on their industrial clients. I guess that means they won't be manufacturing handheld torches at all; they'll be focusing on whatever it is they do for such clients. (I can think of a few industrial LED applications, like the lights strobed to inspect assembly line items and such.)

It's a competitive trade and I guess they just weren't making money at it.

 

[Esav Benyamin]

Too bad I'm glad I've got a couple of them already. It's an LED eat LED business!

 

[madfast]

IMO it's marketing. not enough of it. i knew of nightcutter but i never really heard a lot of buzz about them here and other places not CPF. peak is mentioned a lot here, surefire is the king, arc was mentioned, streamlight sometimes, but nightcutter? almost never! a shame really, just when they came out with their luxeons

 

[Peter Atwood]

They have a huge machine shop and I believe they make parts for medical, military and industrial clients. So even if they don't do any flashlight stuff I think they are quite busy with all the other work.

 

[cardimon]

IMO it's marketing. not enough of it. i knew of nightcutter but i never really heard a lot of buzz about them here and other places not CPF. peak is mentioned a lot here, surefire is the king, arc was mentioned, streamlight sometimes, but nightcutter? almost never! a shame really, just when they came out with their luxeons

Without knowing the details, I'd have to agree. Having a fine machine shop and a superior product is NOT enough. You have to reach the buying public and the only way to do that is through marketing. You'd be surprised how many people simply don't grasp that. Build a better mousetrap and the world WILL beat a path to your door, but only if the world knows about you. That's what marketing's all about.