IceCap Lighting officially goes out of business, closes its doors

By Ryan Gripp on Dec 15, 2010

IceCap, a once popular lighting company that is headquartered in the United States is out of business. In a letter to their customers, Chuck Troiani stated that they have suspended operations. Chuck goes on to explain: “Unfortunately, we finally hit a trough in our business cycle due to several factors that impaired this business to the point where we could not and cannot recover. Therefore, by the direction of the IceCap, Inc. Board of Directors we have suspended operations.” Times have certainly changed, as IceCap used to be the leader in aquarium lighting equipment with their popular line of Metal Halide lights, however with the advent of LED lighting and the poor business planning contributed to IceCap’s demise. However, it looks like IceCap is seeking a buyer of the brand along with a new management team, investors, and/or owners. This announcement comes less than a month after we learned their assets were purchased by the factoring company Millennium Funding. Apparently that effort did not work as planned and this is less than two months from when we originally reported IceCaps problems. Check down below for the full email sent to their vendors.

Dear Valued Customer,

First, I would like to extend a Happy Holidays and Merry Christmas to you, your
family, and employees. I know this comes somewhat bitter sweet as many of you
have attempted recently to contact IceCap, Inc. with little to no success. For
that I am truly sorry.

IceCap, Inc. has been around for about 20 years and many of you have been
dedicated and loyal customers of IceCap, Inc. through the ups and downs over the
years. Unfortunately, we finally hit a trough in our business cycle due to
several factors that impaired this business to the point where we could not and
can not recover. Therefore, by the direction of the IceCap, Inc. Board of
Directors we have suspended operations.

What this means is we are aggressively and actively seeking opportunities to
keep the IceCap brand viable in the markets and with the customers we have
served over the past 20 years. In doing so, we expect to bring closure to this
process within 60 days and plan to align the new management team, investors,
and/or owners with our valued customers in hopes this continuation of business
and the relationship with the IceCap brand will mitigate the effects of recent
events.

In the interim, please direct all inquiries to [email protected].
Please allow 48 hours for a response depending on the e-mail volume. Thank
you!

Again, my apologies for the situation.

Regards,
Chuck Troiani
IceCap, Inc.

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Chuck Troiani

Dear Salt Water Aquarium Enthusiast,
IceCap, inc. is not out of business but has idled its operations to assess a path forward. There are those in the industry that would like to see the demise of IceCap, Inc. to profit from the absorption of IceCap’s customers and to provide me-to products they will have readily available. If IceCap fails, the Salt Water enthusiast with IceCap products will be hurt in the end as they will have to purchase a different brand of product and/or not get service.
To the benefit of the enthusiast, if IceCap fails I will disclose all product cost information about IceCap’s and similar products in the industry and the associated mark-ups. I will expose the suto-white knights that artificially showed interest to acquire IceCap only to turn their backs to wait for a demise to feed off the opportunity of desperate customers. I will gladly share this information to allow the enthusiast to leverage pricing and cost knowledge to assert pressure on retailers, distributors, and manufacturers to gain a better consumer pricing advantage for an expensive venture.
Steven

More superb concise information/news from reefbuilders……………….

Thank you Chuck!!! Hope you guys pull through!
Steven

More superb concise information/news from reefbuilders……………….

Thank you Chuck!!! Hope you guys pull through!
Rufus

What is a ‘suto-white knight’?
Rufus

What is a ‘suto-white knight’?
Steven

Suto-white knight= Supposed “friend” wanting to help……………
Steven

Suto-white knight= Supposed “friend” wanting to help……………
Steven

Suto-white knight= Supposed “friend” wanting to help……………
Rufus

Does he mean ‘Pseudo’? I worry for a CEO that doesn’t use spell check. I guess I worry more for a CEO that makes weird public threats to give out information that will help hobbyists only if his company goes under.
Rufus

Does he mean ‘Pseudo’? I worry for a CEO that doesn’t use spell check. I guess I worry more for a CEO that makes weird public threats to give out information that will help hobbyists only if his company goes under.
Rufus

Does he mean ‘Pseudo’? I worry for a CEO that doesn’t use spell check. I guess I worry more for a CEO that makes weird public threats to give out information that will help hobbyists only if his company goes under.
Gered B

After seeing the last part of his response I could care less if they crash and burn now. All their products were over priced rebadged chinese industrial lighting.
Gered B

After seeing the last part of his response I could care less if they crash and burn now. All their products were over priced rebadged chinese industrial lighting.
Gered B

After seeing the last part of his response I could care less if they crash and burn now. All their products were over priced rebadged chinese industrial lighting.
pseudo poster

“I will gladly share this information to allow the enthusiast to leverage pricing and cost knowledge …”

AKA, I’ll try and harm competitors because I am bitter they came out with innovative products that put me out of business.

Harming lighting manufactures is going to do the hobby good? Don’t we want manufactures, retailers and distributors all to be as successful as possible to help innovation and our hobby as a whole? Comments that appear to benefit end users while harming the businesses that support the hobby just goes to show the short sighted nature of Troiani (whatever position he holds)

Suto white knight… the ultra rare Japanese albino ninja!!
pseudo poster

“I will gladly share this information to allow the enthusiast to leverage pricing and cost knowledge …”

AKA, I’ll try and harm competitors because I am bitter they came out with innovative products that put me out of business.

Harming lighting manufactures is going to do the hobby good? Don’t we want manufactures, retailers and distributors all to be as successful as possible to help innovation and our hobby as a whole? Comments that appear to benefit end users while harming the businesses that support the hobby just goes to show the short sighted nature of Troiani (whatever position he holds)

Suto white knight… the ultra rare Japanese albino ninja!!
pseudo poster

“I will gladly share this information to allow the enthusiast to leverage pricing and cost knowledge …”

AKA, I’ll try and harm competitors because I am bitter they came out with innovative products that put me out of business.

Harming lighting manufactures is going to do the hobby good? Don’t we want manufactures, retailers and distributors all to be as successful as possible to help innovation and our hobby as a whole? Comments that appear to benefit end users while harming the businesses that support the hobby just goes to show the short sighted nature of Troiani (whatever position he holds)

Suto white knight… the ultra rare Japanese albino ninja!!
Mar

The only useful thing I’d appreciate from the “CEO” would be how and what easy fixes/parts there are for IceCap serviceable ballasts, 430 and 660; if he cares so much about those that were loyal to the brand.
Mar

The only useful thing I’d appreciate from the “CEO” would be how and what easy fixes/parts there are for IceCap serviceable ballasts, 430 and 660; if he cares so much about those that were loyal to the brand.
Mar

The only useful thing I’d appreciate from the “CEO” would be how and what easy fixes/parts there are for IceCap serviceable ballasts, 430 and 660; if he cares so much about those that were loyal to the brand.
Steven

Many companies that take the “China Plunge” take it in the rear!!! Plain and simple.
Steven

Many companies that take the “China Plunge” take it in the rear!!! Plain and simple.
Steven

Many companies that take the “China Plunge” take it in the rear!!! Plain and simple.
Ed

Chuck, it seems like IceCap is backed up against a wall, but to blackmail the competition into buying the remains of the company is a classless and unethical stategy.

Your letter lacks some credibility because it appears to be written by a 12 year old child.
Ed

Chuck, it seems like IceCap is backed up against a wall, but to blackmail the competition into buying the remains of the company is a classless and unethical stategy.

Your letter lacks some credibility because it appears to be written by a 12 year old child.
Ed

Chuck, it seems like IceCap is backed up against a wall, but to blackmail the competition into buying the remains of the company is a classless and unethical stategy.

Your letter lacks some credibility because it appears to be written by a 12 year old child.
John

Are we really even sure that is written by their CEO? That response sounds petty and childish. I think the strongest proof is the “Chuck” imposter writes like a 10 year old would. “Chuck” clearly does not possess the education level of a “CEO.”
John

Are we really even sure that is written by their CEO? That response sounds petty and childish. I think the strongest proof is the “Chuck” imposter writes like a 10 year old would. “Chuck” clearly does not possess the education level of a “CEO.”
John

Are we really even sure that is written by their CEO? That response sounds petty and childish. I think the strongest proof is the “Chuck” imposter writes like a 10 year old would. “Chuck” clearly does not possess the education level of a “CEO.”
LFS CEO

You guys really think “CEO” require alot of education????? All you need is to spend a few hundred bucks and register a business.

get REAL ….
LFS CEO

You guys really think “CEO” require alot of education????? All you need is to spend a few hundred bucks and register a business.

get REAL ….
LFS CEO

You guys really think “CEO” require alot of education????? All you need is to spend a few hundred bucks and register a business.

get REAL ….
James

Any comments from the posters that were blasting ReefBuilders for posting about IceCap going under a couple months ago?

Sad news for the hobby and the employees there. I don’t think they took the T5 lighting seriously enough, instead just using the same ballasts to overdrive them.Dimmibility would have been nice for T5s, and 3rd party control at that.LED are still in their infancy and a poor investment for hobbyists right now, so that did not kill them.
James

Any comments from the posters that were blasting ReefBuilders for posting about IceCap going under a couple months ago?

Sad news for the hobby and the employees there. I don’t think they took the T5 lighting seriously enough, instead just using the same ballasts to overdrive them.Dimmibility would have been nice for T5s, and 3rd party control at that.LED are still in their infancy and a poor investment for hobbyists right now, so that did not kill them.
James

Any comments from the posters that were blasting ReefBuilders for posting about IceCap going under a couple months ago?

Sad news for the hobby and the employees there. I don’t think they took the T5 lighting seriously enough, instead just using the same ballasts to overdrive them.Dimmibility would have been nice for T5s, and 3rd party control at that.LED are still in their infancy and a poor investment for hobbyists right now, so that did not kill them.
Ace25

“LED are still in their infancy and a poor investment for hobbyists right now, so that did not kill them.”

Really? I just built my own 48 LED light for under $500 using Cree XP-Gs and the PAR is almost equal to an 250w XM 10k running at 375w on a PFO M80 ballast (820 PAR on LEDs, 900 PAR on 375w XM 10k, 390 PAR on Radium 20k). It is double the PAR of what a Radium 20k bulb puts out. The LED setup was the same price as my MH setup (ballast/reflector/bulb) and I don’t have to worry about changing bulbs out for many years to come. So can you explain how “LEDs are still in their infancy and a poor investment”?
Ace25

“LED are still in their infancy and a poor investment for hobbyists right now, so that did not kill them.”

Really? I just built my own 48 LED light for under $500 using Cree XP-Gs and the PAR is almost equal to an 250w XM 10k running at 375w on a PFO M80 ballast (820 PAR on LEDs, 900 PAR on 375w XM 10k, 390 PAR on Radium 20k). It is double the PAR of what a Radium 20k bulb puts out. The LED setup was the same price as my MH setup (ballast/reflector/bulb) and I don’t have to worry about changing bulbs out for many years to come. So can you explain how “LEDs are still in their infancy and a poor investment”?
Ace25

“LED are still in their infancy and a poor investment for hobbyists right now, so that did not kill them.”

Really? I just built my own 48 LED light for under $500 using Cree XP-Gs and the PAR is almost equal to an 250w XM 10k running at 375w on a PFO M80 ballast (820 PAR on LEDs, 900 PAR on 375w XM 10k, 390 PAR on Radium 20k). It is double the PAR of what a Radium 20k bulb puts out. The LED setup was the same price as my MH setup (ballast/reflector/bulb) and I don’t have to worry about changing bulbs out for many years to come. So can you explain how “LEDs are still in their infancy and a poor investment”?
James

So can you explain how “LEDs are still in their infancy and a poor investment”?

Gladly. They are simply unproven over time regarding the lifespan of the bulbs(BTW, bulbs and components WILL fail, so that needs to be added to a yearly cost). There is plenty of talk on most every forum, especially RC, that LEDs lack certain spectrums that are useful or needed for coral.New and improved bulbs are being released very frequently and the designs of fixtures are improving. In other words, it would be common sense for most hobbyists to sit back and wait a little longer.

Don’t get me wrong, they will work right now.But at the rate they are being improved makes them a terrible investment. I am personally giving them another couple years for them to be perfected.Once that happens, the prices will *plunge* and become very affordable for hobbyists. There will be squat resale value of ANY LED setup purchased right now- DIY or commercial- not many would buy “older” technology when the newer ones have been greatly improved. As more efficient LEDs are produced, the electric savings will be even greater.

Yes, DIY is cheaper. But most are not capable of doing it, and alot (myself) do not want to take the time and also want a finished looking fixture.

On that Radium, what ballst was being used with it. If it were an electronic, it is being underdriven by about 30%.
James

So can you explain how “LEDs are still in their infancy and a poor investment”?

Gladly. They are simply unproven over time regarding the lifespan of the bulbs(BTW, bulbs and components WILL fail, so that needs to be added to a yearly cost). There is plenty of talk on most every forum, especially RC, that LEDs lack certain spectrums that are useful or needed for coral.New and improved bulbs are being released very frequently and the designs of fixtures are improving. In other words, it would be common sense for most hobbyists to sit back and wait a little longer.

Don’t get me wrong, they will work right now.But at the rate they are being improved makes them a terrible investment. I am personally giving them another couple years for them to be perfected.Once that happens, the prices will *plunge* and become very affordable for hobbyists. There will be squat resale value of ANY LED setup purchased right now- DIY or commercial- not many would buy “older” technology when the newer ones have been greatly improved. As more efficient LEDs are produced, the electric savings will be even greater.

Yes, DIY is cheaper. But most are not capable of doing it, and alot (myself) do not want to take the time and also want a finished looking fixture.

On that Radium, what ballst was being used with it. If it were an electronic, it is being underdriven by about 30%.
James

So can you explain how “LEDs are still in their infancy and a poor investment”?

Gladly. They are simply unproven over time regarding the lifespan of the bulbs(BTW, bulbs and components WILL fail, so that needs to be added to a yearly cost). There is plenty of talk on most every forum, especially RC, that LEDs lack certain spectrums that are useful or needed for coral.New and improved bulbs are being released very frequently and the designs of fixtures are improving. In other words, it would be common sense for most hobbyists to sit back and wait a little longer.

Don’t get me wrong, they will work right now.But at the rate they are being improved makes them a terrible investment. I am personally giving them another couple years for them to be perfected.Once that happens, the prices will *plunge* and become very affordable for hobbyists. There will be squat resale value of ANY LED setup purchased right now- DIY or commercial- not many would buy “older” technology when the newer ones have been greatly improved. As more efficient LEDs are produced, the electric savings will be even greater.

Yes, DIY is cheaper. But most are not capable of doing it, and alot (myself) do not want to take the time and also want a finished looking fixture.

On that Radium, what ballst was being used with it. If it were an electronic, it is being underdriven by about 30%.
Todd

If you ask me I would tell you they made great products and I hope they will again in the future. I don’t believe that LED’s are the reason they are trying to reorganize. I believe that by the time LED’s can support SPS systems that Plasma lighting will have already taken a good lead in the industry. LED’s are still nnot proven in my mind to support SPS and presently I can purchase one plasma system that will support not only my SPS but my entire 10′ long system. I agree that I believe there were too many people on the payroll. So I hope to see them downsize a bit but still continue to make great products.
Todd

If you ask me I would tell you they made great products and I hope they will again in the future. I don’t believe that LED’s are the reason they are trying to reorganize. I believe that by the time LED’s can support SPS systems that Plasma lighting will have already taken a good lead in the industry. LED’s are still nnot proven in my mind to support SPS and presently I can purchase one plasma system that will support not only my SPS but my entire 10′ long system. I agree that I believe there were too many people on the payroll. So I hope to see them downsize a bit but still continue to make great products.
Todd

If you ask me I would tell you they made great products and I hope they will again in the future. I don’t believe that LED’s are the reason they are trying to reorganize. I believe that by the time LED’s can support SPS systems that Plasma lighting will have already taken a good lead in the industry. LED’s are still nnot proven in my mind to support SPS and presently I can purchase one plasma system that will support not only my SPS but my entire 10′ long system. I agree that I believe there were too many people on the payroll. So I hope to see them downsize a bit but still continue to make great products.

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