CE Pro November 2023 - 14

Networking+Home Control
SECURITY | ENERGY MANAGEMENT | AMENITIES
Nice Completes
Rebranding of
Elan, SpeakerCraft,
Panamax
The milestone marks the first in
a series of transitions to create a
comprehensive solutions portfolio under
Nice North America, with an initial focus
on its Home Management segment.
By Nick Boever
SO LONG ELAN, goodbye
SpeakerCraft, and sayonara
Panamax: Nice North America
has officially brought
three of its major product
lines under a single brand
name a year after its rebrand
of Nortek Security & Control.
However, the products
aren't going anywhere
because of this. If anything,
they're getting some pretty
hefty additions thanks to
the rebrand, which was announced
just prior to CEDIA
Expo 2023.
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 Burson,
chief marketing officer
at Nice North America,
14 | CE Pro November 2023
this major step reinforces
its mission of simplifying
everyday movements by
offering a complete, integrated
product ecosystem in
the industry for residential,
commercial, and perimeter
protection applications.
The Elan, SpeakerCraft,
and Panamax energy management
rebrands 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, including
the company's first ine of custom
smart motorized shades
with Sun Shades by Nice.
" Delivering on this vision
will enable us to tell a more
complete, integrated story
designed to better address
the needs of our partners
During CEDIA Expo 2023, Nice Chief Product Officer
Paul Williams demonstrated the company's new Home
Management solutions among other new wares.
and customers, " Burson
says. " By focusing on Home
Management solutions first,
we are now equipped to
begin convergence of Linear
and other brands to develop
a more comprehensive, endto-end
solution for homes
and businesses. "
Luca Longhin, president
of Nice North America,
echoed Burson's sentiment.
" After acquiring and
rebranding Nortek Security
& Control, the next step in
our evolution was to focus
on aggressive convergence
of the brand portfolio to
enhance awareness and the
position of Nice in North
America, " Longhin states. " In
North America, and across
the globe, Nice is now better
equipped to capitalize
on opportunities and drive
rapid growth. "
In 2024, Nice will begin
the process of transitioning
all offerings from the Linear
Access and Surveillance
brand, 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.
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 Longhin, respectively,
will lead Nice.
cepro.com
http://www.cepro.com
CE Pro November 2023

Table of Contents for the Digital Edition of CE Pro November 2023
