By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Deerfield, Ill. — Bang & Olufsen America has expanded distribution of its B&O Play sub-brand to 32 Magnolia Design Centers inside Best Buy stores nationwide.
The distribution agreement is the latest agreement that extends B&O Play products to more third-party outlets, complementing sales through Bang & Olufsen-branded stores.
The first products bearing the B&O Play brand were launched in 2012 to expand the company’s demographic to younger people. The lineup consists of more affordable products ranging from tabletop and portable audio products to smaller TVs that require no installation support.
About a year ago, B&O sold Play products through only 16 third-party outlets, all of which were Apple flagship stores. As of September 2013, the sub-brand was sold through 381 third-party retailers, consisting of 269 Apple stores, 70 InMotion stores and about 42 Design Within Reach high-end furniture stores. With the addition of Magnolia Design Centers, the store count exceeds 410.
Under the Magnolia agreement, B&O Play headphones, speakers and docking stations will be available for purchase in all Magnolia Design Centers nationwide beginning Nov. 15.
Zean Nielsen, president of Bang & Olufsen America, said the addition “is a natural brand extension as Magnolia Design Centers offer best-in-class retail experiences and customer service.”
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