Nortek Rebrands Linear Group; Launches GoControl DIY Security
Linear is being rebranded as the Nortek Security & Control Group and will include the Linear and 2GIG brands, along with a new GoControl brand targeting DIY security installations.
There has been another round of reorganization at Nortek Inc. (Nasdaq: NTK), this time with its Linear security group. The company, which earlier this year reorganized its Core Brands division, has announced a rebranding within its security group.
The company’s Linear LLC subsidiary has been renamed Nortek Security & Control, LLC and it will include the Linear, 2GIG and GoControl brands. Each of the subsidiary’s cornerstone brands will target different markets including OEMs, telecoms, major retailers, managed service providers, security dealers, custom installers and DIY consumers.
“Nortek’s Linear business has been transformed during the past few years, as we have become a market leader not only in the security industry but the broader home control and automation sector, as well,” says Nortek president and CEO Michael J. Clarke. “Linear’s legacy includes 50 years as a pioneer in the wireless access control market and industry-leading capabilities in the design, engineering and manufacturing of sensors and connected devices. Our 2013 acquisition of 2GIG Technologies accentuated these strengths by bringing us more brands and capabilities, as well as complete solutions for the broader home automation space.”
“We also recently transitioned the development and sales of certain Linear branded products, such as garage door operators, to one of its sister companies, GTO Access Systems,” Clarke says. “This sharpens the focus of each business and positions GTO to expand its presence in the perimeter access market. Coinciding with these changes, we are not only renaming the Linear business but also repositioning its brands and allocating greater resources to accelerate its growth in the exciting home control market.”
Mike O’Neal, president of Nortek Security & Control, announced the change last week at the California Alarm Association meeting in San Francisco.
He says, “Our success is now being driven by factors that are bigger and different from our historical Linear business. Nortek Security & Control is a tangible reflection of Nortek’s leadership in the market and its commitment to charting a strategic course in what may be one of the hottest technology categories in the past 20 years – smart home control.”
Breaking down the new subsidiary:
—Linear products continue its focused on the commercial access control and integrated systems sector. Linear works with dealers and OEM partners across vertical markets that include: security, video surveillance, intercoms, garage door operators, and numerous other complementary RF technology applications.
—2GIG solutions include OEM security and control products for telecommunications providers, cable companies, security dealers and others selling home control systems under their own unique brands. 2GIG is also the Nortek Security & Control Group’s channel-facing brand, and is sold and professionally installed by security dealers under a managed services model.
—GoControl will extend to an expansive new line of stand-alone smart home wireless products (such as light switches, smart light bulbs, thermostats and other retail oriented connected devices) that will be available during the second quarter of 2015 in order to meet the burgeoning demands of DIY homeowners. The GoControl smart products line will not require professional installation or managed services.
According to the Z-Wave Alliance, Nortek Security & Control is the number one manufacturer of Z-Wave products worldwide. O’Neal adds, “Nortek Security & Control is the pre-eminent smart home platform provider and is a strategic OEM/ODM partner to leading players in the smart home industry. We are experts at building and delivering connected devices for a range of communication protocols and nimble enough to react to market demands. We already control more smart homes than any other home control solutions company, so this alignment is really about bringing the Nortek Security & Control brands into focus and asserting our leadership in the category.”
Nortek Security & Control will continue to OEM private label solutions for the industry’s largest providers of monitored health and wellness services in North America.
O’Neal concluded, “By clearly defining each brand under the Nortek Security & Control umbrella, Nortek will better serve the needs of its diverse and evolving customer base as the market for home control technology and connected products continues to grow. ”
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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 email@example.com
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