twice connect
careers

Custom Consolidation Seen At Supplier, Installer Levels

11/10/2003 02:00:00 AM Eastern


The pressure on custom home-audio suppliers to consolidate is growing and putting more pressure on custom installers to merge, according to an investment banking company.

About 30 to 40 custom home-audio suppliers with revenues of $20 million to $50 million are "most ripe for acquisition," said Eduard Bagdasarian, a managing director of Barrington Associates, one of the largest U.S.-based investment banking firms. That's out of about 150 custom home-audio suppliers whose primary focus is on architectural speakers or audio electronics intended for custom installation, he said.

The majority of the 150 manufacturers serving the custom home-audio market serve that channel exclusively, Bagdasarian noted, but the 150 also includes about 20 to 30 broad-line manufacturers that offer specialized products for the custom home-audio market. The largest 50, he noted, account for the majority of custom home-audio sales.

Top specialty custom-audio brands include Niles with estimated annual sales of $50 million, SpeakerCraft with $35 million, Sonance with $35 million, Russound with $20 million, and Elan with $20 million, Bagdasarian said. Home speaker suppliers that have diversified into custom include Boston Acoustics with $81 million in revenue, Polk with $75 million, and Klipsch with $100 million.

Barrington engineered SpeakerCrafts' sale this year to Linear Corp., which in the past few years acquired ELAN Home Systems, Xantech, ChannelPlus, and OpenHouse.

Consolidation in the custom industry "is in its infancy," Bagdasarian contended. When custom companies achieve $20 million-$50 million in annual revenue, he said, they must make two choices: "Continue to make money at that plateau or consolidate." Getting to the next level, he said, "requires different management sophistication, resources and a broadened product portfolio."

A broader product selection is necessary to break through the revenue ceiling, he said, because the alternative would be to expand distribution, which he described as a "difficult and expensive" option. Acquisition enables suppliers to "offer a tiered brand portfolio to meet all of an installer's needs," Bagdasarian continued. These suppliers can "sell different brands with distinct identities to their dealer base."

Mergers and acquisitions can also help suppliers leverage their own resources to reduce the cost of goods, he continued. "Small guys can't source as cost effectively," he said.

A broad product line will also enable suppliers to pursue national programs with major home builders, Bagdasarian said. "That's not been done on a large scale."

"One reason to become larger is to gain credibility to pitch national home builders," he said. "Suppliers will partner with custom installers to pitch home builders nationally or regionally on a turnkey basis."

The impact of supplier consolidations will filter down to the installer level in another way, he added. "It will put pressure on installers to consolidate." Larger suppliers, he said, prefer to deal with "fewer but bigger installers" and will drop smaller installers to reduce the challenges associated with handling multiple smaller accounts. In addition, he continued, "you can get only so many installers before distribution begins to compete with each other."

"The largest installers will carry the largest brands, and lower volume installers will sift through niche-brand offerings," including audiophile brands, he said.

Currently, more than 20,000 installers serve the home audio market, he said.

Although some custom suppliers might merge, others could be targets of acquisition by high-volume consumer electronics companies wanting to buy their way into the market because of its growth, he noted. "Before, the market was too small to interest them, but with the market's growth, it's getting attention from the big players."

"A big CE company will buy a one-stop custom supplier or a stable of suppliers to help them sell their big-screen TVs," he continued.

Although $20 million-$50 million companies are "most ripe for acquisition," Bagdasarian noted, smaller companies with annual revenues of $5 million to $10 million could be acquisition targets because of the technology they offer.

Advertised Internet Audio Portable Prices September 2003

Brand/Model No. Of Ads $ Low $ High $ Median
IRIVER IFP-190T 256/0 94 169.99 179.99 179.99
CREATIVE LABS MUVONX 128/0 79 129.99 139.99 129.99
SONIC BLUE RIO NITRUS 150/0 71 299.99 299.99 299.99
SONIC BLUE RIO CALI SP 256/0 71 199.99 199.99 199.99
IRIVER IFP-380T 128/0 69 99.99 99.99 99.99
VIRGIN PUL VP-01 64/0 64 69.99 69.99 69.99
RCA RD-2840 40960/0 60 299.95 299.99 299.99
BUSLINK MP-3BD-256 256/0 54 99.99 99.99 99.99
CLASSIC MP-6410 64/0 50 49.99 49.99 49.99
RCA RD-2760 15360/0 44 249.99 249.99 249.99
RCA RD-1071 128/0 42 99.97 99.99 99.99
SAMSUNG YP-35H 128/0 42 99.99 129.99 129.99
SONIC BLUE RIO CHIBA 256/0 38 199.99 199.99 199.99
SONIC BLUE RIO CALI SP 128/0 37 169.99 169.99 169.99
PHILIPS PSA-128 128/0 31 149.95 149.95 149.95
GATEWAY DMP-300 256/0 22 169.99 169.99 169.99
RCA RD-1080 128/0 21 129.95 129.95 129.95
SONIC BLUE RIO ONE 64/0 21 59.95 59.95 59.95
SONIC BLUE RIO S-10 64/0 16 79.97 79.97 79.97
CREATIVE LABS NOMAD MUVO 128/0 14 99.99 99.99 99.99
APPLE M-8948LL/A 30GB 12 429.00 499.00 429.00
SONIC BLUE RIO S-35S 128/0 11 129.99 149.99 129.99
DIG.GLOBAL MPIO FL-100 128/0 11 139.99 139.99 139.99
SONIC BLUE RIO S-30S 64/0 11 79.99 99.97 99.97
PHILIPS PSA-64 64/0 10 99.95 99.95 99.95
PINE DMUSIC 32/0 1 29.99 29.99 29.99
Based on advertising in more than 100 U.S. newspapers. Packages and systems excluded from statistics to create a more accurate average. Includes hard-drive and flash-memory portables. Numbers following model number indicate internal memory capacity in MB, followed by included removable capacity in MB. Source: Beyen Corp., Niagara Falls, Ontario, www.beyen.com, TWICE 2003


Advertised Receiver Prices September 2003

Brand/Model No. Of Ads $ Low $ High $ Median
PIONEER VSXD-812 148 299.95 299.99 299.99
PIONEER VSXD-412 142 149.99 149.99 149.99
SONY STRDE-995 108 199.99 499.99 499.99
SONY STRDE-595 106 179.90 199.99 199.95
SONY STRDE-695 81 297.00 299.99 299.99
ONKYO TXSR-601 77 499.00 499.99 499.99
KENWOOD VR-705S 72 169.00 169.99 169.99
YAMAHA HTR-5660 71 499.99 499.99 499.99
SONY STRDE-895 70 399.99 399.99 399.99
ONKYO TXSR-501 69 279.00 299.99 299.99
KLH R-3100 67 79.99 79.99 79.99
YAMAHA HTR-5640 67 299.99 299.99 299.99
KLH R-5100 66 119.99 119.99 119.99
SHERWOOD RD-6108 49 79.99 129.00 98.88
PANASONIC SAXR-25S 45 299.99 299.99 299.99
PANASONIC SAHE-70K 38 149.99 149.99 149.99
HARMAN KARDON AVR-325 38 599.99 599.99 599.99
YAMAHA RXV-2300 34 499.99 699.95 699.95
HARMAN KARDON AVR-125 31 249.99 399.00 299.00
DENON AVR-1804 31 499.95 499.99 499.95
YAMAHA RXV-440 31 279.00 299.99 299.95
SONY STRDA-1000ES 30 599.95 599.99 599.95
DENON AVR-3803 30 999.00 1,199.99 1,199.95
SONY STRDE-185 26 138.95 149.90 142.97
PIONEER VSXD-511 25 157.00 158.00 157.00
Based on advertising in more than 100 U.S. newspapers. Packages and systems excluded from statistics to create a more accurate average. Source: Beyen Corp., Niagara Falls, Ontario, www.beyen.com TWICE 2003