Move will see Ambirad, Airbloc and Benson products all taking the Reznor brand name
Diverse heating and cooling business Nortek Global HVAC UK has announced it is amalgamating four brands - Ambirad, Airbloc, Benson, and Reznor - into a single brand: Reznor.
Nortek says that combining the respective offerings, covering products from radiant heaters to warm air heaters to air curtains and cooling systems, will simplify the customer experience by providing a single point of contact for all HVAC solutions.
The move coincides with a number of new product developments, and a portfolio that is now fully compliant with the ErP regulations, the firm said.
Simon Parker, who heads up the Reznor brand, said: “We want to better serve our customers. By offering a diverse but cohesive portfolio, we can offer clarity for our customers by taking out complexity and portfolio duplications – we are focused on becoming a solution provider, rather than just a product supplier. By unifying under the Reznor brand, we can commit to meeting our customers’ expectations, delivering a superior customer experience, and build upon Reznor to become the preferred HVAC brand.”
The move follows a research programme to work out customers’ perception of the various brands.
Mr Parker added that the move to Reznor has been addressed with ‘great care’ so as not to create disruption. He said: “Existing warranties and maintenance contracts in the other brand names will be honoured. Our customers will be notified about our strategic intent and how that will affect them. We believe it’s a positive move for all concerned.”
The company said that with one dominant brand under Reznor, it is looking to create economies of scale and to invest further in R&D. Andrew Field will be Reznor’s dedicated National Sales Manager for the UK, leading a team of area sales and business development managers.
Buying Reznor products will be made easier with an updated online presence, Mr Parker said: “We want to make it easier to do business with us, so we opted for a ‘pre-sales’ portal and a ‘post-sales’ portal to fully serve our site visitors.”