By: Westwood Media Group
Peru, IL — June 2025
In a quiet town nestled along the Illinois River, where most people know their neighbors and the streets haven’t changed much in decades, one man has gradually built a lighting empire that now reaches over 100,000 retail stores across America.
Cody Grandadam—better known to many as “The Flashlight Guy”—didn’t start his journey with money, connections, or even a car. But what he did have was a determination that refused to diminish, no matter how difficult the path became. At just 38 years old, the founder and visionary behind Promier Products has become a symbol of what consistent belief, hard work, and adaptability can achieve.
Hometown Hustle
Born and raised in Peru, Illinois, Cody never felt the need to leave the place that shaped him. Despite his national success, he’s still based in his hometown. “My roots are here,” he says simply. It’s a grounding presence in a world that’s often obsessed with moving on to bigger cities and faster lives. But Cody’s story demonstrates that it is possible to build a national brand—several, actually—without ever leaving your zip code.
“I launched the business in 2011, when I was 24 years old,” he recalls. “At the time, I was unemployed, didn’t have a car, and my wife and I were raising two little boys while relying on public assistance.” With few options and even fewer resources, Cody decided to create his own path forward. “It was either fold—or fight,” he says. “So I bet on myself.”
And he eventually found success.
From Nothing to Nationwide
Promier Products—Cody’s flagship company—designs, manufactures, and distributes innovative lighting products, including flashlights, headlamps, lanterns, and work lights. Under the Promier umbrella, he’s launched several standout brands including Kodiak, LitezAll, Illumibrite, GOAT Lights, and HanzFree.
“Our goal is simple,” he explains. “We create and deliver high-quality, innovative portable lighting products for everyday people.”
But the scale of what Cody has achieved is anything but simple. What started as a bootstrapped idea in the middle of personal chaos has evolved into a multi-brand operation seen on shelves nationwide—from mom-and-pop hardware stores to big-box giants. His products can be found just about everywhere that sells lighting gear.
Still, Cody doesn’t lead with his success. Ask him about his biggest win and he won’t mention numbers or awards. “Honestly, it was just having the courage to start,” he says. “Taking that first step—when everything felt stacked against me—that changed the course of my life.”
Reinvention Under Pressure
Of course, success never comes without setbacks. One of the most defining challenges Cody faced came years into his growth phase, when a trusted supplier in China registered one of his original brand trademarks, preventing him from importing his own product.
“We had millions of dollars invested at that point,” Cody says. “I couldn’t even bring in the products I’d built from scratch.”
What followed was a difficult and costly legal battle. Hundreds of thousands of dollars were spent trying to untangle the situation. Eventually, Cody made a decision that would redefine his trajectory.
“I rebranded everything under the name LitezAll,” he says. “It was one of the hardest and most defining moments of my career—and it turned out to be one of the best moves I ever made.”
Today, LitezAll is one of Promier’s leading brands. What began as a necessary pivot turned into a branding success story.
A Quiet Leader in the Spotlight
Despite his business being rooted in visibility—lighting up dark spaces—Cody himself is far from a natural showman.
“Most people assume I’m a natural extrovert,” he admits. “But I’m actually extremely shy. It takes a lot for me to come out of my shell. I’ve had to work hard at becoming comfortable in the spotlight.”
Yet, whether he’s aware of it or not, Cody’s story is a spotlight. And his influence is reaching far beyond product aisles.
His social media presence—especially under his personal handle @codygrandadam—has earned him a loyal following of entrepreneurs, underdogs, and dreamers. Known for his humble tone and behind-the-scenes glimpses, Cody inspires others not through flashy displays but through raw transparency and steady consistency.
Building for Others
While many founders focus solely on profits, Cody’s vision has evolved into something more profound.
“My focus isn’t just on building wealth for myself,” he says. “I want to create a system that helps others succeed, too. Whether it’s my team, my family, or people coming up behind me, I want the ripple effect of my success to lift others. That’s where true fulfillment comes from.”
It’s this mindset—an internal drive for generational impact—that truly sets Cody apart. His leadership philosophy reflects a deep sense of stewardship. He sees his role not just as a builder of companies, but as a builder of people.
“There’s nothing more inspiring to me than watching something succeed when nobody thought it could,” he shares. “That’s what drives me—possibility.”
Lighting the Way
Cody Grandadam didn’t come from privilege. He didn’t have a mentor handing him the keys. He had to create the keys, the door, and the room behind it.
What makes his story even more remarkable is the quiet way he’s done it. While many chase validation and shout every small win, Cody has focused on execution, reinvention, and impact. And in doing so, he’s become not just a businessman, but a symbol of what’s possible, especially for those who feel overlooked or stuck.
“I want people to see my story and realize that if I can do it, they can too,” he says. “I didn’t start with anything special. I just didn’t stop.”
And that, perhaps, is the greatest light he’s ever created.
Follow Cody on Instagram: @codygrandadam
For more info about his brands: Check out LitezAll and Promier Products in stores nationwide.
