09.29.2008 — Control4, developer of modestly priced home-control systems, has joined the buying group Home Theater Specialists of America (HTSA) to provide products and services to the group's 62 dealer members.

The manufacturer fills a gap left by long-time vendor Crestron, which left HTSA in July.

"We've enjoyed our partnership over the years with HTSA and respect their organization and accomplishments," says Crestron VP of marketing Randy Klein. "With the changing market and economic conditions we feel we need to focus on more education and support directly with our dealers."

Only 38 vendors currently have access to this elite group of home systems installers which have an aggregate annual sales volume of more than $500 million.

The organization generally avoids overlaps in product categories in order to generate more sales for the manufacturer participants, who in turn provide incentive pricing and other services to the members.

In the controls category, now it is only Control4 and Universal Remote Controls, both of which offer automation products targeted to the masses. (Lutron, which provides lighting-control systems is also an HTSA manufacturer partner.)

"Our members have been asking for a core home automation partner and we believe we selected the best platform for their success," says HTSA executive director Richard Glikes.

Control4 recently joined another buying group, GE Home Technologies' Authorized Integrators Network (AIN), which serves more production-oriented dealers.

Control4 also has announced vendor partnerships with the PRO Group, a group of large specialty A/V retailers; and Specialty Electronics Nationwide, whose membership comprises mostly mainstream integrators.

Control4 Gains Access to High-End Dealers

Gaining access to HTSA's high-end integrators seems particularly appealing to Control4, which for years has encouraged elite dealers to get into the high-volume business.

Control4 senior VP of sales, Jim Arnold, says that HTSA represents "high-end electronics opportunities and includes some of the best custom-integrator dealers in the country."

He adds, "HTSA understands that embracing the Control4 line will help their members expand their custom business as together we create a broad market for home automation."

Several high-end HTSA dealers have already made the leap to broader markets.

For example, HTSA member Electronic Design Group, a Crestron dealer and award-winning integration firm in Piscataway, N.J., launched a subsidiary earlier this year called Podwire.

Using products from Control4, "Podwire can make sophisticated home automation and control practical and affordable for every home," according to company statements.

You won't hear that same claim from EDG, which traditionally installs very high-end systems.