Pure Acoustics Establishes U.S. Beachhead

By Joseph Palenchar -- TWICE, 5/7/2007

Brooklyn, N.Y. — Speaker supplier Pure Acoustics is entering the U.S. market with stereo and home theater speakers after fours years of selling its products in more than 40 other countries.

The company, based here, will sell freestanding left-right speakers, center-channel speakers, surround speakers, active subwoofers, and home theater speaker packages through Ramsey, N.J.-based nationwide distributor M. Rothman. One series is in stock, and the others will be available through Rothman by the end of May or the beginning of June, VP William Rothman said. The Pure Acoustics brand will be the distributor’s only nationally distributed brand of component home speakers. Rothman also distributes Energy, Velodyne and JBL multimedia speakers locally.

Retail prices on 5.1-channel systems built with Pure Acoustics speakers range from $900 to $2,000 with average dealer margins of 50 points, said Rami Ezratty, Pure’s sales and marketing VP. The brand is positioned as offering “affordable price points with high performance” and better-than-average dealer margins, he said. Affordable component-speaker pricing is becoming more important now that flat-panel TV prices have fallen, Ezratty said. “With low-price high-definition TV at less than $2,000, people will spend up to that amount for home theater audio,” he said.

Pure Acoustics is focusing on sales to custom installers and A/V specialists, he continued, because it’s a new brand in the U.S. market. “The end user trusts their recommendations regardless of brand,” he explained.

Pure’s selection includes three-way speakers with side-firing woofers, packaged 6.1-channel speaker systems, and speakers with high-gloss piano-black finishes that many suppliers shun because they’re difficult to make, Ezratty said. The company plans custom installed speakers and flat on-wall speakers for use with flat-panel displays, he added.

All speakers are built in a China factory dedicated to making the company’s products, he said.