Core Brands Unveils Sales, Training Structure

Core Brands, ahead of CEDIA Expo, announced Wednesday that its management structure will have eight individual brand managers, reporting to senior vice president of marketing Paul Starkey. In addition, the company will retain its four current U.S. sales rep networks.

“The formation of Core Brands combines the expertise of ten iconic brands into one powerful new business organization that will bring more opportunities to our more than 4,300 dealers and integrators around the world,” Starkey said in a statement. “Our new brand management structure makes a focused team responsible for driving the innovation in the areas of control, audio, and power management.”

“In order to maximize our effectiveness at the local level, we are moving to six U.S. sales regions each with a Regional Sales Manager,” senior vice president of sales Dave Keller said. “Our goal is to make the decision point for dealers and reps very accessible at the local level.”

Core Brands, is the new umbrella organization for Nortek’s brands, including ATON, BlueBOLT, ELAN, Furman, Niles, Panamax, Proficient, SpeakerCraft, Sunfire and Xantech, will also more than quadruple face-to-face training sessions in the next year.

Core will also host a party Sept. 7 to celebrate its launch, at Blu in Indianapolis.

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