Challenge
NSI was outgrowing its humble beginnings as an electrical components manufacturer. Like many companies, they had a recipe for success but needed to figure out how to serve their customers at an even larger scale—without losing what their customers appreciated and love about them.

The reality was that with their acquisitions came complexities that had to be simplified for continued success. What was needed was a strategy that resonated with all of NSI’s current stakeholders and would entice future stakeholders. In order to orchestrate that strategy, more insights were needed to understand the opportunities in front of NSI, and the internal and external challenges to be addressed in order to take advantage of them.

Solution
BOLTGROUP conducted the qualitative and quantitative research needed to understand the brand equity held by NSI and its constituents so that mere gut feelings could be contrasted with objective data. This data, when married with workshops and in-depth interviews with key stakeholders, gave the team a holistic perspective and roadmap that would lead to the definition of the NSI brand foundation. That foundation became the filter for the building of the larger brand ecosystem—its architecture, its audiences, and its merger and acquisition strategy.

This gave BOLTGROUP and NSI the tools needed to begin the appropriate repositioning of the company through its visual identity and brand communications. The teams simultaneously began communications internally and externally by creating the assets needed for onboarding employees, outfitting a new corporate headquarters, communicating to customers, and reintroducing the company to multiple industries.

Results

NSI has undergone transformational growth, significantly strengthening both its brand and operations. Through strategic investments in global sourcing, distribution excellence, expanded manufacturing capabilities, and enhanced management talent, the company has solidified its position as a leader in the electrical, building technology, and HVAC industries. Guided by its core philosophy of Making Connections, NSI has evolved from an electrical product brand into the parent company and driving force behind a portfolio of market-leading brands and products.

Despite this expansion, NSI has been able to stay true to the fresh perspective and customer-centric approach that laid the foundation for its success. Over the past four years, the company has completed eleven strategic acquisitions, nearly doubled its customer base, and deepened its relationships with core distributor partners. By remaining grounded in its principles of service, value, and quality, NSI continues to deliver industry-advancing, comprehensive product solutions while growing its revenue year over year.

In 2024, following a period of significant growth, Odyssey Investment Partners sold NSI Industries to Sentinel Capital Partners for an undisclosed amount. This marked a pivotal moment in the company’s journey, setting the stage for continued innovation and expansion in the years ahead.