Onkyo USA, the U.S. marketing agent for Onkyo, Pioneer and Integra AV home theater equipment brands, put the world on notice Wednesday that it continues moving ahead aggressively now that Sound United’s planned acquisition of certain Onkyo Corp. assets has been scuttled.

“Even though Onkyo USA was never part of the Sound United acquisition announcement in May and now that the deal is off the table, we can move beyond any uncertainty to focus on increasing market share, strategic partnerships, consumer engagement and expanding our portfolio of premium brands.” said Joe Petrillo, COO of Onkyo USA.

The Upper Saddle River, N.J.-based “omni-channel premium distributor specializing in sales, marketing and business development of home audio video & consumer electronics products in the Americas,” unveiled a “new vision for its organizational structure” including new hires and promotions “to align sector expertise with the company’s new business vertical approach,” the company announced.

For the past several years, Onkyo USA has served as the sales and marketing agent for high-level brands of AV home theater products, including Onkyo, Pioneer, Integra and others. It recently signed on as a distribution partner and online sales agent for multi-room audio giant Sonos.

As a precursor to the realignment, Onkyo USA recently added a new national sales manager, Mike Criscitiello, for the “retail business vertical” sector as it girds up for competition against Sound United’s stable of brands and others.

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In addition, the company said its realignment includes “a renewed focus on its Custom Installation business vertical,” and as such it has added Jim Pelech as the division’s new national sales manager and promoted Robert Vieira to CI director of product marketing, training and brand localization.

Long-time Integra sales director Keith Haas has been tapped to take on a key role alongside Scott Sefton in the development of the newly created Premium Brands business vertical that will focus on Esoteric and other premium brands, the company said

“We will continue to invest in high-level performers to provide our business partners and ultimately the end user with a higher level of service and accommodation,” Petrillo hinted in the announcement.

Last month, Onkyo USA announced the addition of another marquee brand to its lineup when it became an authorized distributor and online retail partner for Sonos. Announcements regarding the addition of other premium brands will follow in the coming weeks, Onkyo USA said.

By Greg Tarr

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