Published: July 18th, 2017

In order to bring its audio and video products to the channel, Sony North America has chosen the Markham, ON-based Gentec International as its sole Ontario custom integrator distributor.

This announcement builds on the relationship that was started between the two companies back in 2002. Gentec primarily acts as a distributor of consumer accessories in markets such as digital imaging, electronics, mobile, audio products, sporting goods, and car audio.

“Our new model of working with distributors for the custom integrator space complements our existing retail distribution channel and meets the changing needs of the rapidly growing  installer business,” said Paul Williamson, director regional sales consumer product group at Sony Canada in a statement. “With the home automation sector including streaming music, whole home audio, and security products, we at Sony needed to provide a solution for installers to procure our products and relay technical information to their clients.”

With Genetec adding these distribution streams to Canada, it will be opening a new 6,000 square foot demonstration and training centre that will support the new direction. When it opens it will be ready to immediately ship any of the 400 Sony SKUs that it will carry. This location will also carry Gentec’s various Klipsch, Project, Ultralink, and Bell’O product offerings.

“It will provide customer installers in the GTA the opportunity to effectively cash & carry products from 8 am to 8 pm, and by appointment, installers can bring in their clients to demonstrate new technologies rather than sending them to a retailer to get the experience,” said Doug Wilson, strategic consultant at Gentec International.

Gentec’s new facility is expected to open on October 1.