Azione Adds Sony Electronics - Twice

Azione Adds Sony Electronics

Underscores Sony’s premium-channel strategy
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In a major coup for the young buying group, Azione Unlimited has added Sony Electronics to its vendor-member ranks.

Chester Springs, Pa. – In a major coup for the young buying group, Azione Unlimited has added Sony Electronics to its vendor-member ranks.

The addition comes as Sony continues to reorganize its A/V business and looks to expand its retail presence within the premium channel.

“Sony’s strategy is to focus on premium products, premium channels and premium partners,” said Frank Sterns, the vendor’s VP for the A/V specialty and custom integration channel. “Azione Unlimited, with its exclusive CI focus, is a perfect fit.”

For his part, Azione president Richard Glikes acknowledged a “dramatic change in the way Sony has chosen to go to market with integrators, thereby making this partnership very attractive.”

The newest vendor member “creates an outstanding value proposition providing our group with high-quality products, margin, and local representatives to support our dealers,” he said.

Sony’s addition also brings the group’s membership to 40 vendors and 10 services providers, prompting Glikes to declare an extended moratorium on new manufacturers.

“Focus is a core value of Azione Unlimited; our goal is to ‘not divide the pie,’” he said. "We want to deliver growth and profits to our dealer and vendor members alike.”

Azione also boasts 110 dealer members, with the latest seven joining since January.

The three-year-old education and buying group for custom retailers and integrators is convening next week in Nashville for its “Spring Soiree” meeting, this time with Sony in tow.

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