Bang & Olufsen announced a new brand, B&O PLAY, a new
brand for the company's more affordable portable
B&O PLAY is about stand-alone products with clear and
simple operation, rather than integrated home
installations. Price points will be at more
accessible levels than typically seen from Bang &
Olufsen. The products will be designed to represent a
different usage pattern of the digital generation and
with a contemporary and playful design.
"We are very excited about the range of
products that we will launch under this new brand.
Through B&O PLAY, we will bring core Bang & Olufsen
values of design, performance, and quality to a new
audience," says Tue Mantoni, CEO of Bang & Olufsen.
"We believe many new customers will be intrigued by
the products offered under the B&O PLAY brand ?
customers who want an ultra-convenient experience. We
now offer them this experience in a beautifully
designed solution combined with superior sound and
acoustics performance so the quality of the listening
experience is significantly improved. Additionally, we
have received valuable feedback from our loyal Bang &
Olufsen customers, indicating they would use these
products in second homes, college dorms, or to enjoy
media content on the move."
This collection of high-performing audio-video
products will be available at Bang & Olufsen showrooms
around the world, select Apple stores in U.S. and
Europe, and from a new branded online store -
store.beoplay.com (in Europe) and shopbangolufsen.com
(in United States).
The first product to launch under B&O PLAY is the
highly Beolit 12 portable music system, which will be
followed by more products during 2012.