So long Elan, goodbye SpeakerCraft, and sayonara Panamax: Nice has officially brought three of its major product lines under a single brand name a year after its rebrand of Nortek Security & Control. And just in time for CEDIA Expo. Don’t fret too much, though, the products aren’t going anywhere because of this. If anything, they’re getting some pretty hefty additions thanks to the rebrand.

Since the company’s acquisition of Nortek Security & Control in 2021, Nice has been focused on executing its strategic plan to strengthen the company’s position as an industry leader in North America by converging its vast product portfolio under one unified brand.

According to Mark Owen Burson, Chief Marketing Officer at Nice North America, this milestone reinforces its mission of simplifying everyday movements by offering the most complete, integrated product ecosystem in the industry for residential, commercial, and perimeter protection applications.

The ELAN, SpeakerCraft, and Panamax energy management rebrandings are the first in a series of brands that will transition to Nice, with Linear being mentioned specifically among other brands. As part of the transformation, the company will launch a host of new Nice-branded Home Management solutions across several categories.

These include Nice Home Management with the release of HR40 Remote Control and Home Management OS 8.8 software upgrade, Nice Audio with the recent debut of the SC-IC3 Small Aperture Speaker, SC-IC-SUB8 Small Aperture Subwoofer, SC4-100 4-Channel Amplifier, SB-40P Soundbar, and AIM MK3 architectural speaker series, Nice Energy Management with the DC12-IP Smart DC Power Manager.

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This also includes the company’s first-ever line of custom smart sun shades with Sun Shades by Nice. 

Addressing the changes and future, Luca Longhin, President of Nice North America, echoed Burson’s statement, saying “In North America, and across the globe, Nice is now better equipped to capitalize on opportunities and drive rapid growth.”

Linear Next in Line to Rebrand Under Nice Name

In 2024, Nice will begin the process of transitioning all offerings from the Linear Access and Surveillance brand, including everything from Access Control to Gate and Garage Door Openers (GDO), to the Nice brand.

The first step in this process will be the release of a new residential GDO, the Nice Linear661, and a consumer application for gates and garage doors, called Nice G.O. As part of the company’s continued development in North America, Nice is also incorporating updates to its HySecurity brand, which offers Perimeter Protection solutions to secure critical infrastructure sites.

Following the company’s announcement of a new organizational structure, recently appointed CEO and President of Nice North America, Emanuel Bertolini and Luca Longhin, will lead Nice through this next evolution of growth and innovation.

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