LAS VEGAS —
Luxury A/V brand Bang &
Olufsen went to International CES to reveal
the name of a new sister brand, called
B&O Play, and unveiled the sub-brand’s first
product, a portable AC/DC AirPlay speaker
priced at $799.
The company developed the brand 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 limited Apple
stores and Apple’s online stores, and the
new AirPlay speaker, called the BeoLit 12
will be available
through those Apple
will be rolled out
throughout 2012, including
The sub-brand will
focus on four product
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 B&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 confidence, subtlety, and
perfection, said Henrik Taudorf Lorensen,
VP of B&O Play.