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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.