CORE Brands


Fertile Ground for A Connected Home

Who They Are & What They Do

Petaluma-based Core Brands helps people create an ideal audio-visual, climate, and lighting experience in their homes, at the office, or on-the-go.

The company combines the product and marketing strengths of iconic and award-winning audio, power management and control brands including SpeakerCraft, ELAN, Niles, Panamax, Sunfire, Proficient, Furman and Xantech to deliver a portfolio of connected home solutions to its channel partners and end users.

In Petaluma, it’s easy to attract top talent in engineering, design and marketing.

By the Numbers

The eight trusted brands that make up Core Brands represent 200+ years of combined experience in the audio-visual-control industry. The company’s 1,200+ products – including architectural speakers, multi-room audio controllers, amplifiers and power conditioners, as well as system controllers with keypads and remote control interfaces – are sold through a network of direct dealers and distributors in over 60 countries. Core Brands is a subsidiary of Nortek, Inc., based in Providence, Rhode Island.

Why Petaluma?

Nortek’s Panamax/ Furman company was already based in Petaluma when, in 2102, the company decided to merge Panamax/Furman with other Nortek A/V companies located around the U.S. and create the Core Brands subsidiary.

Staying in Petaluma means Core Brands can staff up with stellar employees yet avoid the crushing real estate and personnel costs associated with doing business in other Bay Area cities.

“Petaluma is an ideal location for our business” says Joe Roberts, Core Brands President.

“It’s easy to attract the top talent in engineering, design and marketing because we can offer them an exciting, growing career plus the unbeatable North Bay lifestyle close to Wine Country, the coast and San Francisco.”

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