PROVIDENCE – Residential and commercial ventilation maker Nortek Inc. has formed Core Brands, a new group that combines the product and marketing capabilities of 10 formerly independent audio, power management and control brands operating within the company’s technology solutions segment.
The Core Brands group – announced Monday – includes the company’s Aton, BlueBOLT, Elan, Furman, Niles, Panamax, Proficient, SpeakerCraft, Sunfire and Xantech brands.
The group will be based in Petaluma, Calif., with offices in Carlsbad and Riverside, Calif., as well as Marblehead, Mass. Combined, the Core Brands group will have more than 190 years of combined experience in the residential, commercial and professional markets and more than 4,300 direct customer accounts.
Core Brands will be headed by Bill Pollock, former president of Panamax. Dave Keller, vice president of sales and marketing for Panamax and Furman, will handle worldwide sales. Keith Marshall, president of SpeakerCraft and Proficient, will head channel management and Paul Starkey, president of Elan, will lead marketing for all brands.
“The formation of Core Brands reflects the strategic refocusing currently taking place as we pursue new markets and new opportunities to serve our dealers, channel partners and end users,” Nortek President and CEO Michael J. Clarke said in prepared remarks. “We expect 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.”
According to Sean Burke, group president of Nortek’s technology solutions segment, combining the 10 independent brands will enable the company to “leverage economies of scale while strengthening [its] ability to invest in launching innovative technologies and a range of new marketing programs designed to increase the value, clarity and acceptability of each brand.”
Burke added that the initiatives should position the brands to improve business performance and allow the company to delivery more localized and responsive factory training and product-support expertise.
Join PBN and two panels of successful female executives, business owners and entrepreneurs as we delve into what women should do to advance their careers, and become leaders in the corporate world and their own enterprises.
PBN's annual Book of Lists has been an essential resource for the local business community for almost 30 years. The Book of Lists features a wealth of company rankings from a variety of fields and industries, including banking, health care, real estate, law, hospitality, education, not-for-profits, technology and many more.