At the Air-Conditioning, Heating, Refrigerating Expo on Monday, Nordyne said the Westinghouse product line will be marketed as one of the company’s premium residential and light commercial brands, along with its current Frigidaire and Tappan brands.

“The Westinghouse-branded products present new sales opportunities for independent distributors and contractors,” said Dennis Kloster, Nordyne’s vice president, Marketing and Sales, Residential and Light Commercial. “We are committed to selling through distributors, and our branding strategy allows our distributors to fulfill the specific product needs of their contractor and builder customers. We anticipate that the Westinghouse brand will compliment our existing brands in major metropolitan North American markets.”

Nordyne secured the deal with Westinghouse earlier this month, forming a sales relationship that Nordyne believes will benefit its distributor and contractor customers across the U.S., Canada, and Mexico. At its press conference Monday, Nordyne said more than 88% of U.S. consumers recognize the Westinghouse name as a symbol for reliability and quality products.

“The success of the branding strategy that Nordyne launched in 1998 has exceeded our expectations,” said David LaGrand, president and coo of Nordyne. “We anticipate continued success with the addition of the Westinghouse brand.

“Nordyne heating and cooling systems represent the finest in engineering innovation and quality. As such, it’s natural for our products to carry the prestigious Westinghouse brand name.”

Nordyne said it would produce a full line of heating and cooling products under the Westinghouse name beginning the second quarter of this year. New Nordyne distributors are currently being identified to carry and promote Westinghouse products, it said.

“It’s all about consumer awareness,” said Kloster.

Publication date: 01/14/2002