twice connect

Bang & Olufsen Unveils B&O Play Brand

1/11/2012 02:33:53 PM Eastern
Las Vegas - Luxury A/V brand Bang & Olufsen revealed the name of a new sister brand, called B&O Play, and unveiled the subbrand's first product, a portable AC/DC AirPlay speaker priced at $799

The company developed the subbrand to expand its customer base to a younger demographic through more affordable portable A/V products that offer broader appeal than Bang & Olufsen's core A/V products. Distribution will be through Bang & Olufsen-branded store, but the company also plans to expand distribution to retail outlets such as high-end department stores.

Select Bang & Olufsen products such as headphones and a docking speaker were previously available through select Apple stores and Apple's on-line stores, and the new AirPlay speaker, called the BeoLit 12 portable speaker, will be available through those Apple outlets.

Additional B&O Play products will be rolled out throughout 2012, including lower priced portable speakers.

The subbrand will focus on four product categories: tabletop docking speakers, portable speakers, headphones, and smaller size 32- to 46-inch TVs that require no custom installation or setup services, said Zean Nielsen, president of Bang & Olufsen America.

Both the BB&O Play and Bang & Olufsen brands will share a focus  on design, performance, craftsmanship, and ease of use, but the new brand carry a playful, outgoing, vigorous connotation, whereas the original brand connotes confident, subtley, and perfection, said Henrik Taudorf Lorensen, VP of B&O Play.

The new brand will expose more consumers to the Bang & Olufsen name with an eye toward eventually enticing them to the original brand for larger purchases, he said.

The BeoLit 12 with leather carry strap delivers 120-watt output through a 2.1 speaker system, features USB connection to iPods, iPhones and iPads, and comes with aux in to plug in other portable audio sources.
Want to read more stories like this?
Get our Free Newsletter Here!

Curated By Logo