The new Nortek group that consolidates the company's AVC Group brands with the previously independent SpeakerCraft/Proficient and Panamax/Furman brands will realign all nine brands into three business groups to reduce product and R&D duplication and deliver programs with higher impact, a group executive told Residential Systems sister title, TWICE.
Five years ago, all of the brands were expanding their product selections to become one-stop shops, but because the market has turned down, all brands "need to focus on the things they're really good at," said ELAN's Paul Starkey, who will direct marketing for the as-yet-unnamed group. "We started to perfect that with the AVC Group model, and now it will be more obvious."
The AVC group was formed in 2010 to consolidate the Nortek-owned Niles Audio, ELAN Home Systems, Xantech, ATON, and Sunfire brands under one roof. Now AVC will be consolidated with the Nortek-owned SpeakerCraft/ Proficient and Panamax/Furman brands.
With the latest consolidation, all of Nortek's residential-focused electronic brands will be under one roof.
Under that roof, Nortek will create three business segments: power and accessories, which consists of select products from Panamax, Furman, and Xantech; control and electronics, which includes ELAN, select Panamax products, and Panamax's BlueBOLT brand; and audio, comprising the SpeakerCraft, Proficient, Sunfire, and Niles brands.
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