Nortek Launches ‘Core Brand’ for Home Tech Group

The former AVC Group at Nortek, with Elan, Niles and Xantech, is now called Core Brands. Pollock, Starkey, Keller, Marshall assume management of all brands.

Julie Jacobson · August 27, 2012

Just as we were getting comfortable with the almost-new Nortek AVC (Audio Video Control) Group, Nortek (Nasdaq: NTK) has gone and changed it up again.

Now the group of home technology companies is called “Core Brand,” and it includes 10 Nortek companies instead of the original three – Elan, Niles and Xantech, and their associated brands Sunfire and Aton.

We already reported that AVC would add SpeakerCraft, Proficient and Panamax/Furman to the mix, and that Panamax president Bill Pollock would lead the group. Now we just have a name for the group.

Unlike AVC and earlier Nortek iterations for the home technology group, Core will be a much more integrated entity, with management functions spanning all companies. To that end, Dave Keller, VP sales and marketing for Panamax/Furman, will handle worldwide sales for all brands. Paul Starkey, president of Elan, will head up marketing. Nortek makes no mention of Xantech president Graham Hallet.

Proficient president Keith Marshall, who was named president of SpeakerCraft when former chief Jeremy Burkhardt left, will lead “channel management” for all brands.

At the top of the pyramid is relative newcomer Sean Burke, group president of Nortek’s Technology Solutions segment. And above him is Nortek CEO Michael J. Clarke, also relatively new to the company.

While AVC has been headquartered in Carlsbad, Calif., most of the team will relocate to Core headquarters in Petaluma, Calif.

Strangely left out of the mix is OmniMount, a manufacturer of A/V mounts and racks for the residential market. That company was folded into Ergotron, which makes lifts, mounts and sit-stand desks for commercial applications. Those two companies comprise Nortek’s Display Mount Solutions group.

Also strange: Gefen is excluded from the group as well.

Linear Corp., which makes security and access control systems, will remain a standalone subsidiary. Linear announced that it will consolidate the operations of Secure Wireless Inc., a manufacturer of radio frequency (RF) based transmitters and receivers, in the second half of 2012.

All but Omnimount and Ergotron comprise Nortek’s “TECH” segment, formerly known as the Technology Products segment. For the first half of 2012, net sales for the TECH group were $199.7 million.

A Recent History of AVC & Nortek Home Technology
Mike “Sparky” Detmer To Leave Niles Audio
AVC Group Adds SpeakerCraft, Proficient, Panamax/Furman; Mark Terry Out
Nortek Names Sean Burke President of Home Technology Segment
Savant Acquires LiteTouch
Jeremy Burkhardt Leaves SpeakerCraft, Nortek
Imagining a SpeakerCraft without Jeremy Burkhardt
Grant Rummell Reflects on 23 Years Running Nortek CE Brands
Panamax/Furman, LiteTouch Merge Operations
Nortek Merges OmniMount into Ergotron
Nortek Names Michael J. Clarke President & CEO
Nortek AVC Group Consolidates Elan, Niles, Xantech Reps
Home Tech History: M&As by Nortek, Legrand, Duchossois, D&M

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  About the Author

Julie Jacobson is founding editor of CE Pro, the leading media brand for the home-technology channel. She has covered the smart-home industry since 1994, long before there was much of an Internet, let alone an Internet of things. Currently she studies, speaks, writes and rabble-rouses in the areas of home automation, security, networked A/V, wellness-related technology, biophilic design, and the business of home technology. Julie majored in Economics at the University of Michigan, spent a year abroad at Cambridge University, and earned an MBA from the University of Texas at Austin. She is a recipient of the annual CTA TechHome Leadership Award, and a CEDIA Fellows honoree. A washed-up Ultimate Frisbee player, Julie currently resides in San Antonio, Texas and sometimes St. Paul, Minn. Follow on Twitter: @juliejacobson Email Julie at

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  Article Topics

News · AVC Group · Elan · Niles · Nortek · Panamax · SpeakerCraft · All Topics
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