By: Westwood Media Group
The American dream is alive and well — and shining brighter than ever — thanks to inventor Jeff Latham and a groundbreaking partnership with Promier Products, Inc., one of the nation’s leading flashlight companies. After nearly two decades of perseverance, the long road from concept to creation has led to the national rollout of Icy Light, a patented lighting innovation that recently received recognition at the prestigious National Hardware Show 2025.
“We’re excited to introduce Jeff’s invention into our product family,” said Cody Grandadam, President and Co-Founder of Promier Products. “The Icy Light stood out immediately—not just for its sleek design and functionality—but because it embodies the spirit of our brand. Promier has always focused on delivering practical, high-impact lighting solutions to everyday consumers, and Icy Light has the potential to meet those needs.”
Promier Products has officially licensed the Icy Light and will now manage its manufacturing, marketing, and distribution under its established LitezAll® and Kodiak® brands. The product, which has already garnered interest across the hardware industry, is expected to appear on major retailers’ shelves over the coming year.
What makes Icy Light so special? At its core, it’s a versatile, high-performance light that combines style, simplicity, and functionality. With its cool, translucent housing and ultra-bright output, it not only performs but also has an eye-catching design. The innovation caught the attention of the National Retailers’ Choice Panel at this year’s National Hardware Show in Las Vegas, where Icy Light received the coveted Blue Ribbon “Best in Show for New Innovation” award, standing out among hundreds of new entries.
Photo Courtesy: Cody Grandadam
A dream 20 years in the making, Latham’s journey reflects the experience of thousands of American inventors whose ideas often begin as scribbles in notebooks and sketches on napkins. Without formal engineering training or institutional funding, he steadily advanced, navigating the complex realms of intellectual property, prototyping, manufacturing, and market validation. Along the way, he obtained patents, forged strategic partnerships, and refined the Icy Light into a marketable product.
But the real turning point came when he connected with Promier Products. The Peru, Illinois-based lighting company—founded in 2011 and recognized in major retailers like Walmart, Menards, and Ace Hardware—saw the potential in Latham’s invention and swiftly moved to support it. Together, they finalized development, scaled production, and brought it into the Promier portfolio.
“Jeff’s story resonated with us on a personal level,” said Grandadam. “He’s the real deal—a garage inventor who persevered. We’re not just launching another flashlight—we’re sharing a story of determination and resilience that our customers, and retail buyers, will appreciate.”
The Icy Light’s reception at the National Hardware Show already indicates strong interest from retailers seeking next-generation innovation in the lighting category. With its award recognition, proven performance, and the backing of an established national brand, Icy Light is positioned to be one of 2025’s most talked-about product releases in the home improvement and hardware space.
Promier’s announcement also highlights the growing trend of large companies partnering with individual inventors to speed up innovation and introduce fresh ideas to traditional markets. Latham’s licensing deal is not just a personal achievement—it also serves as an example of how inventors and brands can collaborate to bring new concepts to life and into stores.
As for what’s next, Latham says he’s focused on enjoying the moment—and preparing for the future.
“There were many times I thought about giving up. But I knew if I remained committed, the right partner would come along. Cody and the team at Promier understood the vision, and they helped bring it to life. I’m grateful for the opportunity,” Latham shared. “This is just the start.”
With Icy Light now entering the market backed by a national leader, the future looks promising. For Latham, it’s the result of two decades of hard work. For Promier Products, it’s the latest chapter in its mission to offer innovative solutions. And for retailers and consumers across the country, it’s a new light on the horizon—born from a dream, built in America, and ready to be introduced to shelves.
Promier Products, Inc. is a leading manufacturer of innovative lighting solutions, offering a full range of flashlights, work lights, headlamps, lanterns, and utility lights under the trusted brands LitezAll® and Kodiak®. Based in Peru, Illinois, Promier has established a retail presence with products featured in major chains including Walmart, Menards, Ace Hardware, and more.
Icy Light is the latest lighting innovation developed by American inventor Jeff Latham and manufactured under license by Promier Products. With its modern aesthetic, high performance, and versatile applications, Icy Light is designed to bring clarity, utility, and style to the hands of everyday consumers and professionals alike.
