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Elan and Sunfire Join Azione Unlimited

5/16/2012 03:28:51 PM Eastern

West Chester, Pa. - Azione Unlimited (AU),
the new buying group for integrators and custom retailers, has added Elan and
Sunfire to its roster of vendor members.

 The
two join a growing list of AU manufacturers -- 30 in all -- that also includes
Integra, Monitor Audio, Sonance, Liberty, Harman, URC, JL, Epson, and Digital
Projection.

The goal, said Azione president and founder
Richard Glikes, is for the group to become "a market unto itself with a tight
vendor list, the top dealers in the country, and copious meetings to share
ideas and build teamwork." 

Elan president Paul Starkey said AU represents
the company's first experience with a buying group. "We are excited about the
fresh approach it brings and the opportunity to work with the next generation
of influential dealers in the CI [custom install] space," he said in a
statement.

Sunfire managing director Mark Weisenberg
added, "Azione's approach to the market, their brand mix, the quality of
dealers they are signing up and the support services they have planned is a
natural fit" for the company. "The overall value proposition for Sunfire's lineup
is stronger than it's been in a decade," he said. "The timing for all involved
couldn't be better."

Glikes noted that Elan and Sunfire complement
the group's existing brands, and cited the profit potential of the companies'
products for its members.