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Nice completes branding convergence for ELAN, SpeakerCraft and Panamax lines

Luca Longhin, Nice

Nice announced the completed convergence of ELAN, SpeakerCraft and Panamax Energy Management to the Nice brand name. According to the company, they are the first in a series of brands that will transition to Nice.

Nice acquired Nortek Security & Control in 2021. The company says it has since focused on converging its product portfolio under one unified brand.

As part of the transformation, the company has launched 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, and the company’s line of custom smart sun shades.

“Today’s announcement is a culmination of efforts focused on bringing together several brands under Nice, forming a holistic Home Management ecosystem,” said Mark Owen Burson, chief marketing officer at Nice North America, in a statement. “Delivering on this vision will enable us to tell a more complete, integrated story designed to better address the needs of our partners and customers. By focusing on Home Management solutions first, we are now equipped to begin convergence of Linear and other brands to develop a more comprehensive, end-to-end solution for homes and businesses.”

“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,” said Luca Longhin, president of Nice North America.

Nice says it will begin the process of transitioning all offerings from the Linear Access and Surveillance brand next year — including everything from access control to gate and garage door openers — to the Nice brand. The first step in this process will be the release of a new residential GDO, the Nice Linear 661, 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.