Southwire Co., Carrollton, Ga., has made a number of major rep changes in the United States following its acquisition of Alflex in late July. The rep changes are just about complete, according to Winn Wise, Southwire's vice president, construction, sales and marketing.

He said Southwire has made four major rep changes in the United States:

  • Appointing Brazill Brothers, Metuchen, N.J., to represent Southwire in New York City; New Jersey; eastern Pennsylvania; Washington, D.C.; Maryland; and Delaware.

  • Bringing the Senator brand back to the Arizona and California markets. To do this, Southwire appointed Electric Sales Unlimited, Santa Fe Springs, Calif., to represent the Senator brand in Arizona and California. In addition, Electric Sales Unlimited will represent Southwire in Las Vegas. Southwire relies on a single-brand strategy in Las Vegas and does not use the Senator brand. Electrorep Inc., Sausalito, Calif., will continue to represent Southwire in the entire state of California.

  • Hiring Fields Electrical Sales Inc., Lebanon, Ohio, to handle three states, Ohio, Michigan and West Virginia, for Southwire.

  • Appointing J.D. Martin Co. Inc., Dallas, to represent Senator in all of Texas.



Other changes include going to a single-brand strategy in upper New York state, where Leslie Osterman Associates, Syracuse, N.Y., will handle Southwire.

Southwire launched the Senator brand in 1970 as a complementary product package to the Southwire line. The Senator line continues to offer the same mix of products as the Southwire brand.