Nick Lipetzky named to top post at Brilliant® Reflective

Publish date:
Updated on

ST. PAUL, Minn. – Brilliant® Reflective, a newly launched company producing enhanced visibility products that bring an extra layer of safety to runners, walkers and cyclists, has named Nick Lipetzky as President.

Prior to coming to Brilliant Reflective, Lipetzky had more than 15 years of experience leading teams, projects, practices and agencies with a growth culture. This includes content development, product development, online applications, managing search and social marketing and analytical insights for Fortune 500 companies, mid-size businesses and boutique brands.

Lipetzky takes the helm of Brilliant Reflective ( as it introduces its reflective tapes and iron-ons to the outdoor market. Designed to boost visibility during low-light hours, Brilliant Reflective’s patented product line can be creatively applied to a wide array of articles and garments used outside – from bikes and helmets to shirts and shoes. Brilliant Reflective gives people style options and the ability to express themselves while being safer. Until now, consumers have had to give up aesthetics and conform within the static array of vest and light options.

“The position at Brilliant Reflective provides a vibrant opportunity full of promise,” said Lipetzky. “It’s invigorating to think the products we’re bringing to the market will allow participants in a wide array of outdoor recreation to make their favorite pastime uniquely safer.”

A Minnesota native, Lipetzky is a graduate of Saint John’s University (Minnesota) and a board member of the Minnesota Interactive Marketing Association. He lives in Minneapolis with his wife and son.

“Nick’s entrepreneurial track record includes marketing, branding and digital innovation. That made him a natural choice to lead our new team,” said Chuck Gruber, CEO of Safe Reflections, the parent company of Brilliant Reflective. “Nick shares our commitment to bringing additional safety to outdoor pursuits.” 

Brilliant Reflective is a wholly-owned subsidiary of Safe Reflections Inc., a technology leader providing reflective solutions to the occupational safety, military training and consumer activewear apparel markets. Founded in 1993, Safe Reflections converts 3M™ Scotchlite™ Reflective Material for the world's leading manufacturers of uniforms, safety clothing and athletic apparel to enhance the wearer's safety during outdoor work or play. With a patented line of unique Brilliant® colorized reflective trims, transfers and fabrics, Safe Reflections gives clothing designers new options to integrate safety and fashion. Headquartered in Minnesota, Safe Reflections operates a manufacturing and technical research facility in St. Paul, Minn., and a second converting facility in Taiwan.

Media contact is Matt Crawford ( He can be reached at 802-583-6069.