Danish speaker supplier M&K Sound has selected Audio Gear Group, a manufacturer of custom-installation products, to market and sell M&K’s consumer and professional speakers in the U.S.
The new sales and marketing organization intends to launch an “aggressive marketing effort centered on social media to raise brand visibility” and leverage the high regard for the brand held by professionals, celebrities and audio enthusiasts,” the company said.
In addition, Audio Gear Group hopes to gain efficiencies and sales synergy by using its existing network of reps and distributors whenever possible to sell M&K speakers. The company also said it will expand the number of local and regional distributors.
Audio Gear Group, owned by entrepreneur Dave Chai, operates OutdoorSpeakerDepot.com, a direct-to-consumer supplier of OSD Audio-brand outdoor and indoor speakers, electronics and accessories. Last year Chai launched the Black by Optimal Speaker Design brand, which sells higher performance custom-install products to dealers.
Audio Gear Group will continue to sell M&K Sound products through specialty audio distributors, retailers and custom integrators as well as continue to sell directly to consumers through the MKsoundUS.com website.
“Several successful brands have shown that B-to-C sales can be complementary to, and in fact supportive of, dealer sales efforts,” said Chai. “If a brand’s direct sales effort is non-predatory and carefully managed, it can reinforce the brand story and help our channel partners be more successful with the M&K brand.”
Audio Gear Group sales and marketing VP Jack Travis will head up M&K Sound U.S. sales efforts. He will be supported by David Short, who had been selling M&K Sound for the past two years with the previous U.S. distributor.
The M&K brand launched in 1973, when Walter Becker of Steely Dan commissioned the company to design a studio reference subwoofer and monitoring system for the “Pretzel Logic” LP mixing sessions.
M&K’s current owners purchased the intellectual property and products of founding company Miller & Kreisel Sound in 2008.