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Morel Expands in North America Leverages Profitability for Dealers

Morel celebrates its 33rd anniversary with a dedicated focus on the re-launch in North America of its award-winning loudspeaker brand. The Israel-headquartered company, whose products are already in demand in 55 countries, projects its 2009 stateside growth will be in custom integration and specialty consumer electronics (CE).

Morel manufactures high performance, handcrafted home speakers, architectural speakers car speakers, and raw drivers with a wide range of technologically advanced features and price points that satisfy quality conscience consumers and dealers.

The North American plan assumes opportunity despite the current down economy. Morel will leverage the custom integration channel and focus on a strategy designed to exceed performance and profitability expectations of dealers and customers.

Meir Mordechai, Morel’s founder and president, said, “Now, more than ever, US dealers are on the lookout for well-supported, high quality, innovative speaker brands that also provide profitability. Our products and company have a lot to offer.”

Morel’s broad choices for systems integrators range from its MT-1 System—a lifestyle 5.1 package starting at $1,300—to the “Fat Lady” 3-way floor-standing reference models at $32,000 a pair. In addition, both the Harmony and Soundwall architectural, in-wall speaker lines deliver superior high-performance sound priced from $240 to $1,500. With Morel, dealers can further develop end-user satisfaction as their clients step up to more affordable quality choices than ever before.

Pivotal to success is Morel’s new partnership with ASL Group (formerly Audiophile Systems), widely regarded as one of the most savvy and accomplished US sales and marketing firms in the high-performance audio industry. ASL Group will manage the brand stateside with support from ASL’s independent sales representative firms.

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ASL Group can maximize its training capabilities along with sales, logistics and service support to ensure that Morel’s US sales and marketing initiatives are consistently strong. Bottom line–Morel re-enters the marketplace expeditiously and effectively.

“We’re very confident with ASL Group’s philosophy and bandwidth,” said Mordechai. “They understand how to market high-performance products, and they’re well-acquainted with all the top dealers and integrators. There’s no question that ASL Group can get our US branding job done — and done right.”

Karen Richardson, President of ASL Group said, “We are very excited to sell Morel’s products to our specialty dealers. Morel is a technological innovator with a superb track record and remarkable products. Their award-winning car audio background along with the reception by audiophiles at CES for their Fat Lady loudspeaker system with reference sound and lightweight cabinet structures is proof they have superior knowledge in materials and speaker manufacturing. We’ll make sure there’s ample wind beneath their wings when it comes to getting Morel products noticed and delivering dealer support and training.”

About Morel
MOREL manufactures handcrafted, award-winning speakers and audio drivers for the mid to high end OEM, home and car audio markets. With over 30 years of technological innovation and design excellence, and sold in over 55 countries worldwide, Morel audio speakers are the choice of many of the biggest names in the music industry. Design and manufacturing are all performed under one roof, in MOREL’s Israel plant.

About ASL Group
Based in Indianapolis, Indiana, ASL Group is proud of its thirty-four year history as a leading US sales management company of high performance audio and home theater products. ASL Group provides services for channel development, warehousing, marketing support, award-winning service/warranty and daily support to a first-rate specialty dealer network for high performance products from internationally recognized manufacturers, including Burmester, Cambre’, Naim, NaimNet, Nottingham, and Qsonix.

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