Core Brands Enters New Categories, Adds Support Programs

September 8, 2017

At a Thursday press conference, Core Brands announced the launch of 80 new products from its custom install brands, entered five new product categories and initiated national rollouts of three business programs. Seen here making the sweeping announcements are, from left, Bill Hensley, Director of Marketing, Joe Roberts, President, and Mike Jordan, Vice President of Product Marketing.


Core Brands launched 80 new products through its stable of custom-installation brands and entered five new product categories at CEDIA 2017, where the company also launched national rollouts of three business programs to boost dealer sales.

The company’s ELAN home-control brand led the pack with 50 new SKUs and first-time entries into network video recorder (NVR) surveillance systems, IP surveillance cameras, 4K-over-IP and 4K HDMI distribution matrices, and Wi-Fi thermostats. 

The Xantech brand is reshaping its image as a leader in IR distribution to become a “connectivity” leader with the recent launch of HDMI cables, the addition of HDMI cable bulk packs, and plans for HDMI matrix switchers, the latter being more aggressively priced than ELAN’s switchers, said product VP Mike Jordan. 

SpeakerCraft expanded its custom-speaker line with its first landscape speakers, which include in-ground satellites and in-ground subwoofers, all of which can be integrated into 70/100-volt systems or 8 ohm systems. The landscape speakers are due in the spring and will join other SpeakerCraft outdoor speakers, including rock and planter speakers.

Niles refreshed its line of landscape speakers, this time with satellites and in-ground subs that operate in 70/110-volt or 8-ohm systems. They’ll be available in the spring to join other Niles outdoor speakers, including rock and planter speakers. 

For its part, Proficient introduced seven new cabinet speakers, including a Dolby Atmos height speaker and a three-channel sound bar.

Panamax and Furman also launched products.

Programs: To go with the expanded product selection, Core Brands initiated national rollouts of three business programs, including a Dealer Rewards program offering up to a 12.5-percent rebate every quarter on product purchases. Free shipment is offered if products are ordered through the company portal.

The ELAN Flagship program extends warranties to five years when audio and power products from other CoreBrands brands are purchased with an ELAN control system to create a “Flagship Certified” system, said to meet minimum requirements for performance, reliability, and simplicity. 

Core Brands also launched a national rollout of its ELAN New Home Program, intended to help dealers serve builders of production homes, custom homes and MDUs. The program, rolled out on a limited basis in January, offers ELAN dealers and builders aggressively priced but scalable base packages, direct manufacturer product and marketing support, project oversight, and model home and incentive programs.

The goal is to make it easier for dealers to make ELAN solutions available to consumers through builders, said Core Brands builder services director Bret Jacob.

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