Planar lighting pioneer Oree announced the appointment of Dirk Pieter “DP” Smedema as Vice President, Sales and Marketing. With 20-year experience in the lighting market, Mr. Smedema will oversee the company’s newly-expanded network of sales representatives in Europe, China, Japan and Korea, in addition to the sales and marketing staff at Oree’s headquarters in Israel.

This strategic expansion follows the appointment in June of LED lighting veteran Peter van Strijp as Oree’s CEO. “Our new and expanded team positions Oree very well in the target markets Europe and Asia to commercialize its innovative LightCell™ planar lighting technology,” said Mr. van Strijp. “DP and our channel partners will focus on the general lighting market in these regions, enabling lighting designs to benefit from our highly-efficient, cost-saving planar lighting technology.”

Mr. Smedema comes to Oree with a wealth of experience in global sales, marketing and management. He held numerous high-profile roles during more than 20 years at Philips Lighting, including OEM sales management in Europe as well as general management of both Philips Lighting Middle East and till recently Africa. He also held the European general sales management position at Color Kinetics prior to the acquisition of Color Kinetics by Philips Lighting.