Elan, Sunfire Added To Azione Unlimited



Azione Unlimited (AU), the integrators and custom retailer buying group, 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.


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