Nortek's AVC Group Renamed 'Core Brands'

By Joseph Palenchar August 27,2012

Nortek has completed the previously announced consolidation of its residential technology brands into one group that is now calling the Core Brands group.

The group consolidates 10 residential brands from Nortek’s technology solutions segment. The brands are Aton, BlueBolt, Elan, Furman, Niles, Panamax, Proficient, SpeakerCraft, Sunfire and Xantech.

Nortek contended that combining its audio, power management and control brands will leverage economies of scale and strengthen the group’s ability to invest in new technologies and marketing programs.

The company also announced the group would be headquartered in Petaluma, CA.

Nortek president and CEO Michael J. Clarke said he expects “that combining the unique capabilities of each of these 10 formidable brands will deliver new and powerful benefits they can only achieve as a group.” The consolidation “reflects the strategic refocusing currently taking place as we pursue new markets and new opportunities to serve our dealers, channel partners and end users,” he continued.

Sean Burke, group president of Nortek’s technology solutions segment, also contended that combining the brands “will allow us to deliver more localized and responsive factory training and product support expertise.” The initiatives should position the brands to improve their business performance and “increase their penetration of unserved and underserved market segments during a period of generally improving business conditions in their respective distribution channels,” he said.
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  • avatar

    Bull The only 2 things grouping all together accomplishes is to reduce costs for Nortek group and eliminate the individual innovation each of the parts was known for in general. Smaller companies, faster on their feet can work quicker and develop solutions and emerging technologies easier.

  • avatar

    This was doomed from the start. No focus with no direction equals train wreck

  • avatar

    The General Motors business model, probably with similar results soon...

  • avatar

    As long as they keep the Jeremy buffoon b urkhardt out Of the group they will close out the old behemoth known as speaker craft which is sucking the life out of the other viable brands

  • avatar

    Sounds like more tech support read from a scrip and someone stayed up all night to think up the new names. i.e. These are the only thing that might keep us afloat.

  • avatar

    Couldnt agree more! Another venture capital group at work. Making money for themselves where ever possible with ill regard to any industry they destroy.

  • avatar

    General Motors example....I couldn't agree more. Now we can guess which of these will go the way of Pontiac, Saturn, Hummer, and Saab.

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