Nortek forms ‘Core Brands’ segment

NORTEK INC. has combined 10 formerly independent brands into a Core Brands segment, to be headquartered in Petaluma, Calif.
Posted 8/27/12

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.

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