BREAKING NEWS
In a communication with dealers this week, Nice North America, the global holding company for many important custom integration brands, announced it has pulled out of the CEDIA Expo 2026. The company says this is a “strategic” move as it seeks to focus its marketing investments on “initiatives that deliver greater value…”
Learn all about Nice pulling out of CEDIA Expo 2026…
Nice is a long-time exhibitor at CEDIA Expo that typically shows its wares in a large booth space. It requires a large exposition space in order to display its many residential integration-specific brands and products. It is the parent company of brands such as Elan, 2GIG, Linear, Gefen, Furman, and more. It also fields an expanding sea of products offered under the Nice brand for both residential and commercial markets.
Dealers were shocked to hear a major industry company like Nice pulled its support from the CEDIA Expo. Much as I discovered while researching my recent post on Dynaudio choosing to exit the N. American market, dealers just did not see this coming.
Nice North American CEO Tries to Allay Concerns
An emailed letter attributed to Nice North America CEO Mohamed Vaid, sought to allay any fears dealers may have of wider implications from this decision. Vaid told dealers, “At Nice, we continuously evaluate how we invest in programs and initiatives to ensure we’re delivering the greatest value to our partners. After careful consideration, we have made the strategic decision not to exhibit at CEDIA Expo 2026.”
This decision reflects an evolution in how we engage with our customers—not a change in our commitment to the custom integration channel and our 3rd party partners. Rather than concentrating resources on a single annual event, we’re redirecting our investment toward initiatives that deliver greater value throughout the year, including product launches, trainings, webinars, regional events, customer engagement programs, and enhanced partner support.
Mohamed Vaid, Nice North America CEO
But Nice Did Exhibit at InfoComm, Just Last Month
Vaid went on to reassure dealers that everything is fine at Nice. “This is not a cost-cutting measure. It reflects a strategic reallocation of marketing and customer engagement investments designed to create more meaningful interactions, more frequent touchpoints, and stronger year-round support for our partners.”
What’s interesting about this decision to exit CEDIA Expo is that just last month, the company participated in and exhibited at InfoComm in Las Vegas. That fact seems to suggest that the company is not replacing all shows, but perhaps just the CEDIA Expo.
Company Says It’s Committed to Investing in Long-Term Growth
In yet a further attempt to reassure dealers receiving this surprising news, CEO Vaid told dealers that the company remains committed to investing in long-term growth. He pointed to the fact that just last month (June) the company completed a “transaction to support organic growth, strategic acquisitions, and continued innovation, a top priority…”
This transaction Vaid is referring to was the completion of a debt financing package with several key banks and financing companies. The total package is worth about €370 million, or around US$420 million. According to the announcement of that deal last month: “The transaction, structured as a Senior Facilities Agreement, was financed by a pool of 11 leading Italian and international financial institutions…”
Company Raises Money Via Debt
So that certainly establishes a large resource of cash for the company to utilize. But keep in mind that it’s debt…not equity. It will need to be paid back with interest. Still, this is a tool most major corporations tap to fuel future investment opportunities.
Finally, Nice let dealers know it is confident with its “strong roadmap of new products and solutions ahead.” He also voiced his appreciation by saying, “Your partnership is important to us…” and further adding that the company’s commitment to them “remains as strong as ever.”
Sometimes, Actions Speak Louder Than Words
But some believe that actions speak louder than words. And this action, pulling out of the CEDIA Expo 2026, speaks very loudly.
You can see the whole Nice letter at this link…
Learn more about Nice by visiting niceforyou.com.
Leave a Reply