DMF Lighting, a modular lighting provider serving the technology integration channel, announced on Oct. 20, 2026, that it has appointed Marcus Lovely as senior sales manager for the NY Metro region. In the role, Lovely is responsible for driving sales growth in the New York City metropolitan area and the wider Northeast market. DMF is headquartered in Carson, California.
The company said Lovely will work with integrators, lighting designers, architects and builders across the region to promote intentional lighting. He will also support DMF dealers on luxury residential projects from specification through commissioning. DMF's modular platform is aimed at technology integrators, whose projects can span lighting, control and audio systems. DMF described him as an evangelist for its modular platform, citing precise color rendering, smooth flicker-free dimming and flexibility to adapt as a client's design vision evolves.
Luxury integration background
Lovely joins DMF after more than 12 years at Unlimited Integration, a multi-city luxury technology firm headquartered in Houston. He most recently served as vice president of sales, leading sales strategy across ultra-high-end residential markets. In that role, he oversaw complex, design-driven integration projects involving architectural lighting, lighting control, professional audio and infrastructure design from concept through execution. He also previously served as the company's chief technology officer, experience DMF said gives him the technical depth to support dealers on demanding projects.
According to DMF, Unlimited Integration earned elite dealer status from leading high-end lighting and control manufacturers every year since 2018 under Lovely's leadership. The company was also featured in national marketing and internal training content for its work in client experience and system design.
Outside his integration career, Lovely is co-founder of DUO Coffee & Pilates, a Houston wellness and hospitality brand he launched with his wife in 2021. The studio concept combines high-end audio, lighting and experience design.
Company comments
Bryan Biga, vice president of residential sales at DMF Lighting, said Lovely brings a rare combination of deep technical expertise and long-standing relationships across the luxury integration channel. Biga said Lovely's record with leading lighting and control brands speaks for itself and expressed confidence that his reputation in New York and the Northeast will create momentum for DMF dealer partners.
Lovely said he was excited to join DMF at a pivotal time for the brand. He said DMF's design-forward approach and reputation for quality and dealer support align with how he has approached partnerships with integrators and designers, and that he looks forward to bringing that approach to the New York metro market.