Oticon Alta

Sonic Makes Big Changes for Company Future

The acquisition of Otix Global, Inc. by the William Demant Holding (WDH) Group signals new beginnings for Sonic Innovations, a hearing systems brand that has built its reputation addressing the needs of a variety of customer segments, particularly in the U.S. market. A restructuring of the company is now underway that will enable Sonic Innovations to benefit from the considerable resources of the WDH Group. Sonic Innovations will remain a distinct brand, building upon its established promise and position to serve customers worldwide.

Newly appointed President and COO Joseph A. Lugara and his management team will oversee the strategic restructuring of the company over the next period. "For our customers, this will mean a more competitive and comprehensive product portfolio with advanced technologies and enhanced support and services," says Lugara. "Our goal is to create a sustainable brand that will enable us to grow our business to better meet the needs of our customers and the hearing impaired individuals they serve."

Maintaining the company's commitment to uninterrupted support and service is of course the first order of business as Sonic Innovations undergoes changes designed to strengthen its product portfolio, support and services even further. Sale of Sonic products will of course continue to the benefit of the company's partners and their clients. "Our business partners are among the most valued 'assets' we carry with us into the next chapter of Sonic Innovations," explains Lugara, who brings 25 years of experience in the hearing industry, most recently with the WDH Group, to his new position. "We are committed to ensuring that our customers share in the benefits of a stronger, more competitive Sonic brand from the start."

Sonic Innovations will relocate its corporate offices from Salt Lake City to a new world headquarters in New Jersey. Sonic Innovations, Inc. Canada and Sonic Innovations, International Division will also benefit from synergies with the WDH Group. In Canada, the sales organization will be headed by Marco di Manno who will continue to grow the Sonic brand in the Canadian market. Marcel Vernik will manage the continued development of the Sonic brand internationally.

"We are happy to be part of the William Demant Holding group and look forward to growing the new and invigorated Sonic brand in partnership with established and new customers," adds Lugara. "We intend to vigorously pursue growth opportunities that will build upon our core strengths and expand our ability to meet our customers' needs quickly and effectively. As a US brand, Sonic means a great deal to so many people. Our entire team clearly understands this and is committed to working hard to earn the business of our customers and to secure our share of business." 

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