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Capitol At CEDIA Adds Lines, Revamps Image

Capitol Sales, the CE and custom-install distributor, is using CEDIA Expo, here, this week to launch a new brand identity, debut new and expanded lines from top suppliers and demonstrate solutions for the custom-installation marketplace.

Jeff Kussard, strategic development director, told TWICE on the eve of the show that Capitol is debuting a new logo (see above) “to launch a new brand image” at CEDIA because “we did some research based on our brand … while we have strong brand awareness, our logo and message needed to be updated.”

As part of that effort, the Capitol Sales booth (No. 1665) at CEDIA will not just display products, but will “focus on business concepts and technologies” to present sales ideas “in a simple fashion,” he said.

Kussard noted there will be four kiosks that will highlight the following areas: the No New Wires approach to home automation and custom installation; green products and energy-saving green technology, “such as lighting control and energy management” among other areas; HDMI technology, with an emphasis not only on products but on training dealers and contactors on installation and merchandising; and showing residential installers the opportunities in the “light commercial area, such as hotels, local sports bars” and the like.

Capitol Sales has also expanded some lines and added others. For example, a couple of weeks before CEDIA Expo, Capitol announced that it has been selected to distribute the complete line of more than 500 Niles Audio products in all 50 states, based on the success Capitol had with a limited offering.

Capitol will also be carrying Sharp Electronics DLP-based PG line of projectors for home and office applications, as well as the XR series of multimedia projectors.

Pantel’s full line of outdoor weatherproof LCD HDTVs and display monitors will also be part of Capitol’s catalog of offerings (in 20-inch, 32-inch, 42-inch, 52-inch and 65-inch sizes).

Salamander Design’s line of home-theater seating and furniture products will also be carried by Capitol and displayed at its CEDIA booth.

There may be additional lines to be added that were not yet set at press time.

For these reasons, and the fact that Capitol’s sales reps have been meeting in recent weeks with dealers and installers who are “guardedly optimistic” about the fourth quarter, Kussard said the distributor is optimistic. A category like distributor audio, which he noted, “was the first one that suffered” when the recession hit, has begun to rebound.

“We’ve added new lines, some exclusive to us. We are in a growth mode,” Kussard said. “The guarded optimism of dealers is encouraging.”