In November this year Bang & Olufsen plan to launch a sub-brand (now known to be Bang & Olufsen Play) of high-quality but lower priced, design-oriented products in order to expand its customer base, president and CEO of the company Tue Mantoni said earlier this week. The company hopes that the new sub-brand* will give them the edge over other manufacturers’ products ranges. He further stated that Bang & Olufsen will also expand the number of outlets in the USA and BRIC countries (Brazil, Russia, India and China) while diminishing the number of stores in more mature European markets such as Denmark, Germany and the UK.
The new sub-brand will be limited to what Mantoni calls ’standalone, easy-to-carry products’ such as headphones, iPod speaker systems and perhaps smaller wireless speakers which would stream sound from smartphones. The sub-brand will not include core integrated products, such as home audio systems which provide around-the-home capability and audio systems and TVs which integrate with lighting and security systems and so on. However, Mantoni did not rule out sub-branded televisions without integration capabilities for the future.
The new lower-priced products will be launched in November with a product category new to B&O. New products are planned to be rolled out every two months, Mantoni stated. The initial launch will be within B&O stores and current Apple outlets in which select B&O products are already available.
Also see: It’s Play time!