James Loudspeaker Joins Azione Unlimited, Supports Group "Who Speaks Our Language"
Adding an incredible amount of depth to the roster, Azione Unlimited has added truly custom speaker manufacturer James Loudspeaker to the buying group. The choice to join was made because "being a part of the group means they can do a lot for us," said Mark Schafle, President of James Loudspeaker, "But we can do a lot more for them."
"We joined Azione because it's 190 of the top integrators in our channel. They are people with solid business models. People who are strong technically. People that can talk our language and people who can relay to us what they really need," Schafle said. "We design the products from the ground up and that's really our strength. When an integrator opens up a wall and gets a few surprises, that's where we come in and help. We love working with this community."
Sporting nearly 8,000 items, generating $2.5 million in 2017 within the Azione group, and producing "at least one custom product daily" last year, James Loudspeaker has really carved a niche into the side of an industry. Their custom audio portfolio is a long list of custom designed and manufactured products that can provide a solution for almost any environment. This was underscored by a swarm of products at ISE this year, including a Small Aperture series and a PowerPipe concealed subwoofer, says that most of their products come from simply listening to their customers.
"Our product development is driven by the integration guys. They will call us up with different issues and if you hear that over and over again we can tell that there is a demand for that product," Schafle said. "And if you look at what's going on in the industry - whether that means outdoor or in-ceiling solutions - we were the first ones there and it's all because we listened to what our customers were telling us."
James Loudspeaker is the second group of audio gurus to join after Sonos announced their membership just a few days ago. Although serving two totally different purposes, it's clear that Azione Unlimited wants to bolster their professional audio solutions, giving the best of both worlds to their members. Even James Loudspeaker acknowledges that their goals are different, but their intentions to grow with the custom integration business are very similar.
"Some people see us as competition but we really don't see it that way. I think we are unique and our brand stands on its own. We think it's just really good. His group is selective," Schafle said. "It's easy to do business with people who have that level of talent, that's what we are looking for, and that's how we grow our business."