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Nice North America Completes Its Rebrand of ELAN, SpeakerCraft and Panamax: CEDIA 2023

Nice North America unifies its portfolio of whole home audio solutions under one brand name. That’s Nice.

Nice North America Building Exterior

It is always a little weird when three well known consumer A/V brands that have rather long track records suddenly cease to exist and become something else. It happens all the time in most industries, but it is rare when all 3 converge under the same name.

Nice, a global leader in Home and Building Management solutions, today announced the completed convergence of ELAN, SpeakerCraft, and Panamax Energy Management to the Nice brand name.

The consolidation of these brands strengthens the company’s commitment to offer a more holistic whole home management solution that best serves its partners and customers by delivering one home, one solution.

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.

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.

The 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.

ELAN, SpeakerCraft, and Panamax energy management are the first in a series of brands that will transition to Nice. As part of the transformation, the company built on the pioneering brand legacies to 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, and the company’s first-ever innovative line of custom smart sun shades with Sun Shades by Nice.

“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. “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.”

Addressing the changes and future, Luca Longhin, President of Nice North America, had this to add: “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. The realization of this vision brings together a complete solution under the Nice brand and, with the broadest and deepest portfolio in the industry, solidifies our place as a Home and Building Management powerhouse. In North America, and across the globe, Nice is now better equipped to capitalize on opportunities and drive rapid growth. There’s still a lot of work to be done, but today marks a very important milestone.”

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.

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For more information about Nice and the extensive portfolio of advanced Home and Building Management solutions, visit the Nice Home Management page.

About Nice North America

Nice North America, a subsidiary of Nice, is one of the largest manufacturers of smart residential, commercial, and industrial solutions in the world, with seamless and easy-to-install technology for smart home control, security and automation, perimeter access, protection and control, sunshade solutions, power management, and whole home entertainment. The company is headquartered in Carlsbad, CA, with several R&D and manufacturing centers across the region. Professional integrators, dealers, and distribution partners grow their business with CEU training and education, technical and field support, and award-winning sales and marketing programs. The company is a proud national sponsor of the Gary Sinise Foundation R.I.S.E. program, supporting wounded veterans and their families with specially adapted smart homes. For further information, visit

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