Core Brands Introduces Simplified Rep Program

The Nortek division, Core Brands, is making changes to its domestic manufacturer representative network to simplify contact between reps and Core Brands accounts.
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The Nortek division, Core Brands, is making changes to its domestic manufacturer representative network to simplify contact between reps and Core Brands accounts.

Starting in July, all of the brands in the Core Brands portfolio will be represented in certain territories by a single rep firm, and in the remaining territories the brands will be managed by two rep firms.


According to the company, this move will make it easier for dealers to meet minimum order requirements, be considered for new lines, and provide their clients with strong branded product choices.

“These changes are based on a thorough review of our territories and rep capabilities,” Paul Starkey, vice president of marketing for Core Brands, explained. “The model today for product acquisition has to be more conducive for our accounts to do business with Core Brands. Creating a more focused set of contacts for dealers is a major step in making it easier for them to do business with us.”

Headquartered in Petaluma, CA, Core Brands combines the products and marketing of 10 audio, power management, and control brands into a single business unit that includes the ATON, BlueBOLT, ELAN, Furman, Niles, Panamax, Proficient, SpeakerCraft, Sunfire, and Xantech brands.

Starkey added that the recent implementation of the company’s new ERP/CRM system is enabling it to get closer to providing 24/7 ordering, shipment tracking, program status, and payment balances, as well as a reference center for product information, training, and other key information assets.

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