Orro suspends manufacturing and business operations


Orro, the four-year-old child smart light startsuspends most of the company’s business operations, effective immediately, due to supply chain barriers and financial constraints.

As a unified, smart living system in the form of a standard-sized light switch, Orro’s devices promised to unlock new revenue opportunities for homebuilders and integrators via an easy-to-install form factor. and for sale.

Now, at least for the next six months, the company will no longer manufacture or distribute its Orro Smart Living System, but will use its remaining resources to provide ongoing support to existing customers, including end users, as well as integrators and professional dealers.

The company commits to a minimum of six months of continuous support, although officials say that period could be extended. Customers can continue to add new Orro One switches and can install and use existing Orro smart home integrations while development of new software updates is suspended.

“It pains us to deliver this news to our customers and partners, including those who have sought out and supported Orro in the professional channel,” said Orro CEO Colin Billings. “Like so many businesses, we have worked hard over the past few months to meet the challenges posed by volatile economic conditions. Demand has never been greater as professionals embrace what Orro is adding to lighting and smart home systems. However, supply chain and financial constraints have significantly limited our ability to meet these demands. Despite our successes, we have not found the investment necessary to continue our large-scale operations during this period and we must reduce our activities until the markets and the economy improve. We have no choice but to preserve everything we can by suspending manufacturing and most of our operations, to focus on supporting our existing customers for as long as possible. »

While placing Orro in a “suspended” state, Billings and other company representatives said they would pursue any opportunity to return the company to business as usual. Meanwhile, new customers are encouraged to add and use Orro’s smart home hardware and built-in controls as the company uses its remaining resources to provide support. Lighting and control functions will continue to work as is while software updates are suspended.

“Professional installers and customers love Orro and interest has never been higher. This, among other things, makes this an incredibly difficult and frustrating time for our team,” added Patrick (PG) Gall, Head of Channel Development at Orro. “We set out to improve people’s lives, through human-centric lighting and smart home controls. We did it in a way that no one else did and the industry validated it. We are simply unable to financially bridge the gap to continue our normal operations at this time.

Gall told Residential Tech Today that the real trouble started for Orro six months ago, when one of the company’s investors unexpectedly dropped out after Orro believed he had secured enough funding for 18 20 additional months.

Over the past few months, we have been trying to resolve this investment,” Gall noted. “As you can imagine, given the macro world around us with recession, supply chain and all, it’s a very difficult time for a company like ours to raise funds through traditional channels of venture capital, etc

Gall said that while there’s been “a lot of interest and people saying they want to do something”, they all end up saying that because of the times around us, it’s not is not the time to take risks and invest.

As recently as last September, while exhibiting in the start-up section of CEDIA Expo in Dallas, Gall says the company has had “pretty in-depth conversations with other brands in the chain about what other options might exist. “, whether acquisition or “acqui-hire…”

“A lot of brands in the channel were interested in our technology and what we were doing, so we had other conversations like that, but ultimately they all failed for the same economic reasons.”

Gall says the chain’s positive response to the brand makes the decision to suspend operations all the more frustrating. That’s why Orro’s management team always sees a glimmer of hope that there’s someone who wants to keep Orro in business. “Maybe now is basically just a bad time for everyone, but in the next six months something changes, and people are more open to doing this stuff,” Gall added.

Under Gall, who had previously held a similar channel development role for Sonos, over the past year, Orro had secured six key regional AV distribution deals across the United States. The brand also has hundreds of Orro dealers who have at least tried the product over the past year. There were also relationships with builders who would have made Orro a standard in all homes in new developments.

“We’ve made good progress in the channel, but we haven’t grown revenue at the rate we wanted to,” Gall noted. “Supply chain has hit us particularly hard. We’ve had a very difficult time in the last six months producing a product, which is not a one-time story. But if you think about how it affects a small company like ours – a company that only makes one SKU…if you can’t make your one product, then it’s pretty hard to sell stuff.

Gall says demand has outstripped Orro’s ability to fill it day in and day out. “Our distributors, who are primarily Orro’s way of getting to market, for the past six months or so would order products from us and then it would take over 60 days to fulfill their orders. Then, within 15 days of receiving their shipment, they place their next order. So once we get the product into the channel, it’s gone and people want more. It just takes us too long to fill it out. Because of this, our revenue growth is slowing like crazy.

Over the past year, the company has developed a series of “automations” for its Orro One, including Amazon Alexa, Control4, Sonos, Ring, RTI, Lutron, Hunter Douglas, and more. They also announced last February the Orro S, which at $149 per switch (MSRP), would provide the same human-centric automatic lighting experience provided by the company’s flagship touchscreen and Voice-activated Orro One, at a price more accessible to the budget of any lighting project.

If this product was introduced at a time when supply chain and economic turmoil were not a factor, Orro S could have been the answer to financial stability for the startup.

“We honestly thought that once the Orro S launched, it would be an overnight commercial doubler, as Orro would then become a true lighting control system that rivals just about everyone, rather than a be used in just a few rooms,” Gall said. “If we could have shipped Orro S as planned, I don’t think we would be in this situation.”

Gall said finding a new contract manufacturer would also have helped improve supply chain efficiency. “We were ready to pick a new manufacturing partner when this all started to unfold,” he explained. “An investor would help us get things done, but our move to a new contractor would also help us reduce some production delays.

By the time it suspended operations, Orro had grown to 23 employees, which Gall said is a relatively lean operation, considering how much the company has achieved. “What we’ve been able to build product and shipping in less than four years with a very small team is pretty amazing,” he noted. “And the integrations we rolled out in the channel last year were impressive for such a small team.

If no investors are found within the next six months, Orro will no longer be able to afford to run Amazon Web Services, and Orro customers will eventually see integrations break. Orro will still control the lights if you push his toggle switch up or down but, as Gall noted, “all of Orro’s magic would slowly decay.”


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