Core Brands Reshuffles Rep Network

Core Brands has pared down its rep network from 44 to 28, leaving integrators with either a single rep or two reps in their territory for all 10 brands including Niles, Elan, SpeakerCraft and Panamax.

Under the Core Brands banner, Aton, BlueBOLT, Elan, Furman, Niles, Panamax, Proficient, SpeakerCraft, Sunfire and Xantech will all be represented by one or two independent reps per territory.
Jason Knott · June 12, 2013

Core Brands, a division of the Nortek (Nasdaq: NTK) Technology Solutions Segment, is making changes to its domestic manufacturer representative network in order to simplify contact between reps and Core Brands accounts.

Starting in July, one or two firms per territory will rep all ten Core Brands line in the audio, power management, and home automation sectors: Aton, BlueBOLT, Elan, Furman, Niles, Panamax, Proficient, SpeakerCraft, Sunfire, and Xantech.

The company is reportedly reducing its independent rep force from 44 to 28. According to the company, this move will make it easier for dealers to meet minimum order requirements, be considered for new lines, and provide their clients with strong branded product choices.

Core Brands consists of 10 audio, power management, and control brands: ATON, BlueBOLT, ELAN, Furman, Niles, Panamax, Proficient, SpeakerCraft, Sunfire, and Xantech.

The company says it has more than 4,300 direct customer accounts in multiple distribution channels.

The rep restructuring is another in the series of changes at the company following the consolidation that created Core Brands last August.

Paul Starkey, vice president of marketing for Core Brands explains, “These changes are based on a thorough review of our territories and rep capabilities. The model today for product acquisition has to be more conducive for our accounts to do business with Core Brands. Creating a more focused set of contacts for dealers is a major step in making it easier for them to do business with us.”

Starkey goes on to say, “With the recent implementation of our new ERP/CRM system, we are getting closer to when our accounts will be able to enjoy 24/7 ordering, shipment tracking, program status, and payment balances, as well as a reference center for product information, training, and other key information assets.”

Starkey had hinted that more changes were afoot at Core Brands this past winter when he roamed the nation speaking to small groups of integrators about the company’s future plans, product initiatives, and creating cross-brand volume discounts. At that time, he said the company would be encouraging its integrators to use multiple brands to earn rebates and discounts based on volume. Logically, the company would eventually bring the brands together under a single rep to ease that buying process.

Back in 2011, Core Brands’ precursor—the AVC Group—went through a rep consolidation from 45 down to 15 for the Elan, Niles and Xantech brands.

CORE Brands Outlines 2013 Marketing Initiatives
Nortek AVC Group Consolidates Elan, Niles, Xantech Reps

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  About the Author

Jason Knott is Chief Content Officer for Emerald Expositions Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California. Have a suggestion or a topic you want to read more about? Email Jason at jason.knott@emeraldexpo.com

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  Article Topics

Speakers · News · Core Brands · Nortek · Reps · All Topics
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