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B&O plans new brand to target Apple device owners

Danish high-end audio & visual company Bang & Olufsen is planning to launch a new sub-brand of affordable design led products targeting Apple iDevice owners in November to better take advantage of the booming market.

B&O President/CEO Tue Mantoni revealed the plans at one of their Manhattan stores, saying that the yet to be named sub-brand will also retail at other high-end department stores and non-traditional consumer electronics retailers, as well as at Apple stores. it is believed that the new sub-brand will only include standalone, easy to carry products, including iPod speaker docks, headphones, and possibly also wireless speakers, including AirPlay speakers.

At the moment B&O largely only sells through their own branded stores, with some headphones and one speaker dock being sold at selected Apple Stores. When the new sub-brand launches in November products will largely use the same distribution channels, but then expand to reach more of the target customers. Don’t expect the new sub-brand to be competing in the regular Apple accessories market however, as the products will still sit at the higher-end of the market. But we always welcome new products into this market, especially from highly reputed brands such as B&O.

We look forward to see what the Danes come up with next in the new sub-brand range where it is expected that new products will be launched every two months or so.

[source: Twice]

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