B&O Play by Bang & Olufsen delivers best-in-class audio products in luxurious and contemporary designs.
Along with local brand representative A-Star, and national distributor A-TEK Distribution, Bang & Olufsen has signed a distribution agreement to sell B&O PLAY’s products in South Africa and other sub-Saharan markets.
A-Star will build the third-party retail network – consisting of consumer electronic and other independent retail outlets – with the exception of the dedicated Bang & Olufsen stores.
Corporate vice-president of B&O PLAY, Henrik Taudorf Lorensen said: “B&O PLAY is dedicated to bringing the quality, design and performance from Bang & Olufsen to new customers with a digital lifestyle. We want to expand the distribution of these products and want to make them available in high-quality retail outlets. Our partnership with A-TEK will help us to achieve our ambitious goals and means that we can accelerate this strategy further. ”
The agreement, which will strengthen A-star’s range of premium and lifestyle brands, covers all B&O PLAY audio products, including BeoPlay A9, A8 and the new A2 – as well the headphone range including BeoPlay H6, H3, Form 2i, EarSet 3i and the new H2.
“We are extremely happy to partner with B&O PLAY, which confirms the quality of our brand procurement strategy in sub-Saharan Africa, and clearly represents a strengthening of our business offer in the region’s high quality retail segment. We have the ambition to become the preferred brand representation house for consumer electronics to retailers and resellers, and want to work with industry-leading manufacturers and local distributors. With B&O PLAY’s products, which combine high quality with style, we get a strong brand that compliments this strategy,” say the co-founders of A-Star Distribution.
The new distribution agreement is effective immediately.
