Sentry Technology rebrands three business units, loses contract

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Friday, April 1, 2005

RONKONKOMA, N.Y. - Building off a known name within the marketplace, Sentry Technology Corp. will rebrand three business units with the Sentry brand to better reflect its corporate identity. The company also said it has lost a service contract it held for multiple years with its largest customer, Lowe’s Home Centers.

The affected divisions are ID Systems USA, ID Security Systems Canada and Knogo North America. Moving forward, the business units will be known as Sentry Technology USA, Sentry Technology Canada and Sentry Technology Corp.

“It’s better to spend marketing dollars promoting one name,” explained Peter Murdoch, president and chief executive officer at the company. Murdoch said the company is working on the change at this time. “It’s in progress now and has officially started.”

Based here, Sentry Technology Corp. provides radio frequency and electromagnetic EAS systems and CCTV products.

The company lost a maintenance contract worth approximately $850,000 in 2004 to an undisclosed competitor. Lowe’s decided to partner with another company to service the CCTV equipment located at its stores. Sentry, however, continues to supply its SentryVision SmartTrack traveling camera system to the retailer.

Early last year, Sentry Technology Corp. acquired ID Security Systems Canada and ID Systems USA for approximately $3.5 million. The companies manufacture and supply anti-shoplifting, access control and RFID library products.

Sentry Technology Corp. was formed through the merger of Knogo North America and Video Sentry Corp. in February 1997.

As part of the restructuring, all products sold by the divisions will also be rebranded to include the Sentry Technology name and corporate logo.