ET Nice, the access automation and smart home products brand has a new name. It’s simply Nice. The name change will take effect from October 2021. The company’s managing director, Murison Kotzé, announced the rebranding as “the next step in the company’s evolution” and part of a global branding strategy.
Perhaps best known for its popular blue remote controls seen on millions of home and car key holders throughout South Africa, ET Nice has established itself in the advanced access control market in Africa.
The business was founded as ET Systems in Cape Town more than 30 years ago. The company sees its “unprecedented growth and ultimate leadership position” as the result of an unwavering focus on customer service and a “continued pursuit to develop and manufacture products that are most suitable for their markets”. This approach could be summed up as solutions to South African challenges, by South Africans, for South Africans.
Even though the focus has always been on serving the South African markets, the company’s success soon became recognised internationally. This led to the acquisition of ET Systems in 2015 by one of the leaders in the home automation industry in the world, the Italian-based multinational company, Nice S.p.A.
The South African company then rebranded as ET Nice, symbolising the coming together of two prominent brands. While ET Nice continued to focus on its local strengths, the company now also had access to the extensive resources and catalogue of its new parent company.
Kotzé explained the way forward as a continuation of the calibre of service that South Africans have come to expect from the company and its people, but with an extra edge. “We will continue to offer our customers locally developed and manufactured products that meet the demanding needs of the markets we operate in, but now with a common global brand strategy under the Nice banner.“ The company’s personal service will continue unchanged,” he emphasised. “And it will as always be offered by knowledgeable staff who understand the local culture and the needs of South Africans.“ The rebranding is an enormous undertaking,” he added. “You will see the Nice brand being rolled out and replacing the older logos in the coming months. Our legal entity name will also change from ET Nice (Pty) Ltd to Nice Group South Africa (Pty) Ltd in due course.”
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