Gentec International will be supporting Sony custom installers by developing a new state-of-the-art 6,000 sq. ft. demonstration and training centre at their Markham, Ontario facility. (CNW Group/Gentec International)

Gentec International is pleased to announce that they have expanded their relationship with Sony North America and will now distribute Sony Audio and Video products to the Custom Integrator Channel in Ontario and Business to Business nationwide.

“The relationship started in 2002 with Gentec distributing a number of categories for Sony and the addition of these channels broadens the scope of the relationship that now includes Ecommerce and Mobile Entertainment. This new direction for Gentec will be supported by dedicated staff and a new state-of-the-art 6,000 sq. ft. demonstration and training centre. It will provide custom 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,” stated Doug Wilson, Strategic Consultant for Gentec International.

This centre will be complemented by Gentec’s line of Klipsch, Project, Ultralink and Bell’O product offerings and is scheduled to be open by October 1st, but will be in a position to ship immediately as Gentec currently carries over 400 Sony SKUs.

“Our partnership with Gentec continues to strengthen, and this new extension as our sole Ontario Custom Integrator distributor as well as their new dedicated facility, really demonstrates the growth of this segment,” said Paul Williamson, Director Regional Sales Consumer Product Group, Sony of Canada. “Our new model of working with distributors for the CI space complements our existing retail distribution channel and meets the changing needs of the rapidly growing installer business. 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. This new distribution relationship with Gentec will provide a platform that allows us to deliver efficiently and effectively to Custom Integrators, with pricing policies and training availability that benefit them.”