Bang & Olufsen have announced an expansion of their relationship with Origin Acoustics at CEDIA 2022; Origin has been named the U.S. Brand Manager for Bang & Olufsen’s full range of products; which includes BeoPlay headphones, BeoVision televisions, BeoSound speakers and soundbars, and BeoAmp amplifiers.
The Bang & Olufsen announcement comes only a few days after a disappointing “preliminary” financial statement from the Danish manufacturer which saw sales decline over the past 12 months due to supply chain issues and inflationary pressures.
The upside for Bang & Olufsen is that they get to tap into Origin Acoustics’ network of custom integrators, who will gain access to sell Bang & Olufsen’s full product line; extending their existing relationship beyond architectural speakers.
What consumers may not be aware of is that Origin Acoustics has been the designer of Bang & Olufsen’s Celestial in-ceiling speakers and Palatial in-wall speakers since 2016.
“Not every Origin dealer will be signed up. We don’t want to dilute the market,” says Origin Acoustics CEO Nick Berry, adding that dealers will be vetted, first by Origin and then by Bang & Olufsen, for this opportunity to be labeled as Bang & Olufsen Custom Technology Integrators (CTI).
Berry says the selected integrators will be those that serve high net-worth individuals with a certain level of service. Those integrators will also receive additional training and marketing support.
Moreover, the selection criteria will also be cognizant to not bring on too many new dealers that are geographically close to existing Bang & Olufsen Monobrand retail stores in the U.S. where the market does not warrant it. After that initial round of selections, Berry says Origin Acoustics will be looking for potential soft spots in the market, if any, to fill in any gaps.
The two brands will continue to collaborate on new product development opportunities and additional verticals within the U.S. market.
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