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B&O Crafts Online Sales Strategy

Arlington Heights, Ill. — Bang & Olufsen America has begun selling online for the first time through its North American Web site,, but in a way that it said promotes branded B&O stores operated by independent retailers.

Only small electronics products that require “minimal consultation and installation” will be sold online and only to U.S. consumers, the company said. Once a consumer completes the transaction, B&O will forward the customer information to the nearest Bang & Olufsen showroom based on ZIP code. The company will also send out a personalized letter informing the customer of the showroom’s services. The customer then gets the opportunity to arrange for a complimentary at-home consultation to design personally customized audio/video systems or multiroom audio systems.

The B&O products that require minimal consultation and installation include telephones, earphones, accessories, remote controls and compact portable audio systems such as the state-of-the-art BeoSound 2 MP3 player, BeoSound 1 audio system, and the new BeoSound 3 portable audio system with SD card and alarm clock.

“We are pleased to offer an alternative solution for those Americans who don’t have access to any of our Bang & Olufsen showrooms dispersed throughout the country,” said Kim Gravesen, president of Bang & Olufsen America. “Furthermore, we look forward to attracting new customers who may not have been exposed to our products before.”

B&O is working with Brainstorm Logistics, a distribution and fulfillment house for branded products and promotions, as its fulfillment partner.