Community Highlights: Meet Brian Wholehan of EZ Shade

Today we’d like to introduce you to Brian Wholehan.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
In 2016, I was living in Dubai. One of the common design choices in this region, if one could call it that, is bare, exposed light bulbs. You’ll find them almost everywhere, including unlikely places like a shower stall.

They say the best ideas come in the shower, and this is actually where the concept of EZ Shade first took root: the exposed light bulb in my apartment shower. I wanted something to shield the bulb but was unable to find anything to fit the need. So I made it up myself. One night over drinks, I sketched out a rough design on a bar napkin, running the concept by a friend. EZ Shade is a fundamentally simple design: a metal bracket that can be attached to light bulbs, and a poly-carbonate shell. I applied for a patent on the bracket, which was granted in 2019.

We are currently selling our product on Amazon, Walmart.com, Etsy, and the EZ Shade website. Our monthly sales have followed a growth trajectory of 30-35%, and we are looking to increase that number to 50% with the right amount of exposure and marketing. While EZ Shade was born in the UAE, I moved the operations back to my hometown of Toledo, OH, where I consciously chose to base production, packing, and distribution with a local family- and employee-owned businesses. We recently entered into a partnership with Walmart for sales and distribution, and most certainly feel the sky is the limit for the future of this versatile product.

We all face challenges, but looking back would you describe it as a relatively smooth road?
I’m not sure any road worth taking is ever entirely smooth. I think how a person approaches any aspect of business determines whether that thing gets labeled as a roadblock or an opportunity. I needed a solution to the harsh and dangerous light bulb in my shower and couldn’t find a product to suit that need. If I’d settled for the bare bulb, that would have been a roadblock. Instead, I created a solution myself, and immediately the “roadblock” turned into an “opportunity” to birth a business. I have a nephew who is a freshman in high school this year; a lot of new information, opportunities, and exposure get handed to these students as they enter these milestone years.

I’m sure everything looming ahead, at first, seems like it will be a challenge: will I like my lab partner, how will I manage my time, will there be “do-overs” if I get it wrong the first time? But each new experience is a chance to learn and grow. That applies the same in building a business. At first, everything seemed like a hurdle, because I hadn’t done it before: make a model? file for a patent? figure out international distribution? It’s rare that anyone has immediate and complete “smooth sailing” right at the outset of a project. I choose to welcome each new element of this business journey as an opportunity to learn, grow, and thrive.

Thanks – so what else should our readers know about EZ Shade?
While my business was born on a global scale, I always knew that I wanted to bring it back to the United States for production and growth. Supporting local businesses and creating jobs is very important to me, and settling in my hometown of Toledo, OH, has allowed me to partner with Ohio businesses to do just that. Every element of production from the bracket and shell to the packaging and labor is handled by locally owned and operated businesses in the Toledo, OH area.

We also supports those with disabilities. We work closely with a non-profit company that provides vocational skills and training to those with physical and mental disabilities. These hard working individuals inspect, assemble and package every EZ Shade!

There is nothing quite like EZ Shade. I feel our product checks all the boxes of function, form, and affordability in a way other light shade products can not. Because our product is made from recycled polycarbonate with a UV additive, it will not crack, shatter, fade or discolor. In addition, the simplicity of installation is unmatched.

No hardware, tools, electrical engineering, or special skills are needed, making the ease of utilizing the safety and aesthetic of EZ Shade something you will not find with traditional lighting options. The quality of EZ Shade speaks for itself, and one of the highlights of this entire journey culminated in the summer of 2022. We received an invitation to Walmart’s annual Open Call pitching event. To meet the parameters of this pitch, a product must be made, grown, or assembled in the United States. Check! We joined over 1,100 businesses in pitching, and while I knew that a deal was never a guarantee, I was confident not only in my product but also that I knew what the Walmart merchants were looking for. In fact, the night before the pitch, I deleted almost my entire pitch presentation, except for four slides. My father had reminded me that Walmart was already sold on my product, and I just needed to sell them myself. So, I took an honest if not blunt approach when I went in. I basically said, “you didn’t ask me to fly all the way down here just to see my product and have a chat. You’re clearly interested. Now, how do we get in on the shelf?” It worked, and EZ Shade was one of the 330+ businesses to receive a product contract. The hours after the initial announcement was pure jubilation. Holding my product after all the years that led to this moment produced tears of joy. While there are still some details to work out, the deal with Walmart will begin in a “fulfillment” capacity, meaning the product will be boxed at Lott Industries, a Toledo-based company that provides employment opportunities for people with developmental disabilities, and then Walmart will handle distribution from selling the product on the company’s online store. Soon, EZ Shade will also be available on 50 to 100 store shelves across the region, with hopes to spread to more locations and eventually even into commercial capacity.

We are proud of the product we have already developed, of course. However, we are also excited to see what other partners may create around our patented bracket. Our bracket can be adapted to work with any type of shade, so truly, the possibilities for affordable, sustainable, attractive designs are endless. We would love to eventually partner with IKEA; we feel there is a significant opportunity to partner our design with the type of product sought after by their consumer base. There may be other companies or designers whose creativity and imagination can EZ Shade to a level we haven’t yet anticipated. There is something about taking a problem, creating a simple yet effective solution and seeing the public embrace the product that opens your mind to a whole new platform of inventive products.

Are there any important lessons you’ve learned that you can share with us?
Building any business or inventing a new product requires time, patience, and determination. You need to know when to pivot. Keep an open mind to changes, but stay focused. People will never believe or understand your business, passion, or idea better than you. Do not let people discourage you. Fight for your dream.

Pricing:

• Single $17.95
• Double $36.95
• Triple $48.95

Contact Info:

• Website: www.ezshadecover.com
• Instagram: @ezshadeusa
• Facebook: facebook.com/ezshadeusa
• Youtube: https://www.youtube.com/channel/UC-N_9EAkD-v-KuhJRWOreBg