ICE Cable Systems Rolls-Out Nationwide Direct Dealer Program, Adds Executive Sales Team and Rep Network, Joins ProSource Group

Los Angeles, CA – April 11, 2018 – Founded in 2004, ICE Cable Systems has established itself as arguably the #1 premium bulk wire and cable brand in the CEDIA channel. Along its ascent, the company has been diligent in communicating the critical importance of its adherence to performance specifications and safety standards. This far contrasts the common misconception that wire and cable is a commodity product void of significant differences. Today the company announced that it is making its entire line – including its cost-efficient PRIMAL bulk wire offering – available directly to dealers nationwide.

“Most wire and cable are sold solely through distribution,” says ICE Cable Systems President Brian Rizzo. “The value in working directly with ICE is that dealers now have access to product, programs and pricing at levels previously unattainable. This includes entrée to a larger and more diversified pool of inventory than typically available through distribution.  All of this equates to more informed and streamlined purchasing decisions, by far the most profitable way to buy wire and cable. Further enhancing this rollout is our new relationship with the ProSource group, which brings ICE to the largest group of direct dealers in the channel.”

Executive Sales Team
To facilitate dealer access, ICE has assembled an A-Level sales team. Newly appointed are:

Chad Russell: After 4-years with Atlona, Chad has come onboard as ICE Vice President of Sales. In addition to his VP role, Chad covers the Pacific Northwest, Northern California, Southern California, Rocky Mountains, and the Chicago territory. Chad can be reached at and phone: 970.987.4444.

Zhar Ollesca: Now in her eighth year with ICE, Zhar has been promoted to Regional Sales Manager covering Florida, Southeast, the Mid-Atlantic, the North Central and Southwest territories. She can be reached at and phone: 310.913.7336.

DJ Singleton: After stints with Crestron and Savant, DJ has been hired as Regional Sales Manager covering South Central (TOLA), Rust Belt, New York Metro and New England territories. DJ can be reached and phone: 469.744.9607.

Independent Manufacturers Sales Rep Network
To help as many dealers as possible access the program, ICE Cable has appointed independent manufacturer sales rep firms. They are:

Oliver Marketing, Pacific Northwest, Northern California

Innovative Marketing, Southwest

CET & Associates, Rocky Mountains

Network Sales, North Central

Electronic Marketing Associates, Midwest

Bell and McCoy, TOLA

Orion Advanced Marketing, Chicago-area

Dorrance Supply Company, Rust Belt

C&E Marketing, Southeast and Florida

New York Marketing Team, Metro-NY

Roberts Associates, New England

Hill Residential Systems, Mid-Atlantic

ByDesign Vision and Sound, Southern California

Dealers interested in more information can contact ICE Cable at 310.444.1950 or visit