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Industry Experts Launch Novus Distribution, NewLine Reps

Industry experts Jason Potter and Dave Lessor have launched Novus Distribution, Inc. and sister company NewLine Reps, Inc.

Jason Potter (left) and Dave Lessor

Industry experts Jason Potter and Dave Lessor have launched Novus Distribution, Inc. and sister company NewLine Reps, Inc. Located 20 minutes northwest of Boston in Burlington, MA, the companies will serve New England-area retailers and integration firms in the residential and commercial AV markets. 

Novus Distribution CEO Potter has been involved in sales, distribution, system design, and technical support of CEDIA channel goods for close to 20 years. Lessor, who serves as Novus president, brings 10 years of commercial and residential AV sales and integration experience. 

Novus Distribution 

Potter and Lessor came together because, according to Potter, “Something different needed to be done in this region. We see distributors focused solely on clerking orders with little dealer support and with so many lines in the same product category that dealers get confused. Many distributors are also actively marketing their own house brands. We feel this further adds to the confusion. Novus’ plan is to keep it simple with two to three top offerings in each category. Our main goal is to provide guidance with sales, proposals, and technical assistance. We want to be the ‘go-to guys’ for when dealers have questions.”

Located at 9 Ray Avenue in Burlington, Novus maintains a 6,000-square-foot facility that features an open-concept floor plan for dealers to walk, shop, and talk with sales specialists. The facility also features a dedicated training room that incorporates a Dolby Atmos demo theater.

Novus Warehouse“To not be blocked by the outdated sales counter-type setup, to be able to see and touch everything, to talk with us to depths about their installs, all makes for a comfortable, productive environment for dealers,” Lessor said. “We are betting they will find our entire approach much more advantageous.”

Key lines include Apollo Enclosures, Atlantic Technology, Belden, Blue Aura, Calrad, Canton, Celerity Technologies, Clearview CCTV, Cleerline, Crimson AV, DoorBird, Domotz, Dynamat, Flexson, Google, Lambda Screens, Luma Home, Midlite, Nest, Next Level Acoustics, Niveo Professional, NuVo, OnQ, Planet Waves, Platinum Tools, PPC, PowerBridge, ProMounts, Ring, Roku, Samsung, Sharp, Simple Control, TechLogix Networx, Vanguard Dynamics, Vidabox, and Wavenet. New lines are being added monthly to fill out the company’s offerings. 

On March 28, Novus will celebrate its grand opening complete with vendor trainings and exciting sales specials and product giveaways. Eric Bodley of Future Ready Solutions will train dealers how to future proof installations with whole-house fiber connectivity solutions using Cleerline Fiber, TechLogix fiber signal distribution products, and Niveo 18G fiber switches for full 4K 18G 4:4:4 HDR HDCP2.2 installations. Other participating vendors include Next Level Acoustics, Atlantic Technology, Vanguard Dynamics, Melidi Acoustics, Platinum Tools, NuVo, and Simple Control. 

NewLine Representatives

Potter and Lessor have also begun taking to the streets to meet with dealers at offices and jobsites to help specify the right solutions for installs. The firm will focus on a select assortment of lines. Present lines include locally manufactured Next Level Acoustics and Meliti Acoustics. New lines will be announced shortly.