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British loudspeaker manufacturer Mission has announced a major marketing push into North America with the launch of its new distribution arm, Mission U.S.A. The company, founded in 1977 and noted for using one of the first polypropylene-cone drivers in 1978, had been distributing its products in the US through Denon Canada.

In a statement, Mission says it will take advantage of its "longstanding heritage in loudspeaker design, while also expanding into new territory with unique, high-performance audio and video products that utilize today's most advanced technologies." John Atkinson reviewed Mission's flagship Pilastro loudspeaker in the December 2002 Stereophile.

The company says it plans to further expand its US distribution base, and will be appointing a network of "exclusive retail partners, some of whom have carried Mission products in the past." The company adds that it is seeking dealers who can offer custom installation services as well.

Mission is slated to introduce a full range of home-theater and loudspeaker systems at this week€™s Consumer Electronics Show (CES), as well as "new concepts in video and portable audio products." The company says it will kick off its product line for US distribution with a broad range of products, including the "elegante series," a new line of speakers described as "designed to meet the exacting demands of the multi-channel formats, including DVD-A, SACD, and DVD-Video."

The US market will also be targeted for Mission's new "volare series," which includes bookshelf and floor-standing models, as well as the company's new "fs1" 6.1 loudspeaker system, featuring NXT SurfaceSound technology. New ceiling and in-wall speakers are also planned for the US market.

In addition to its traditional loudspeaker lineup, Mission U.S.A. will be introducing video and portable audio products to US consumers. One of the more interesting items is called "ViSound" and combines Thin Film Transistor (TFT) video display technology with NXT SurfaceSound loudspeaker technology for a combination screen/speaker.