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Bang & Olufsen Targets Integrators With New Program

Denver – Luxury audio/video supplier Bang & Olufsen is expanding its dealer base to include systems integrators, the company announced here at the CEDIA Expo.

The company will offer select integrators the opportunity to become authorized resellers through partnerships with B&O-owned stores and with independently owned B&O stores.

Integrators will be asked to sign a partnership agreement, display a range of products, and ensure that employees attend regular training seminars online and in person, the company said

“We are looking to support both our existing dealer network with partners and alliances as well as grow the brand through new initiatives,” said Zean Nielsen, president of Bang & Olufsen America.

“For years,” he continued, “the integration industry has been wanting Bang & Olufsen to open up for resell opportunities to a wider distribution, and this structured partnership program will enable us to do just that as well as grant the larger industry access to the Bang & Olufsen product portfolio and deliver memorable end user experiences.”

In recent years, he added, Bang & Olufsen has enhanced the integration capabilities of its products, which “enhance large-scale integration projects where lights, HVAC, security, shades, drop screens and projectors are an integral part of the installation.”

He also noted that the company is getting products WiSA-certified to “play incredibly well with other third-party brands.” WiSA uses wireless technology to distribute audio wirelessly to speakers in a home-theater system.

Company-owned stores are located in select markets, such as San Francisco, Los Angeles, San Diego, Seattle and Las Vegas and in New York, New Jersey and Connecticut. Independently owned stores operate in the rest of the country.