July 28, 2006, 12:00 AM

Denmark`s Bang & Olufsen launches U.S. e-commerce business

Bang & Olufsen, a Denmark-based multi-channel retailer of high-end home theaters and custom multi-room music systems, has launched an e-commerce site that lets U.S. shoppers purchase products ranging from phones to compact portable audio systems.

Paul Demery

Managing Editor, B2B E-commerce


Bang & Olufsen America Inc. has begun e-commerce operations in the U.S. through Bang-Olufsen.com. The multi-channel retailer of high-end home theaters and custom multi-room music systems, together with Brainstorm Logistics LLC, a distribution and fulfillment house for branded products and promotions, now enables shoppers to purchase online Bang & Olufsen products that require minimal consultation and installation, such as telephones, earphones, accessories, remote controls and compact portable audio systems.

The web site initially is available only for shoppers in the United States. “This is an alternative for American consumers who don’t have access to any of our showrooms dispersed throughout the country,” says Kim Gravesen, president. “And we hopefully will attract new customers who may not have been exposed to our products before.”

When an online shopper completes an order, it is transmitted to the nearest Bang & Olufsen showroom based on ZIP code. A company specialist at that location then sends out a personalized letter informing the customer of the showroom’s services and how it can be of assistance, in addition to sending out a warranty registration for the newly ordered products. At that point, the customer has the opportunity to arrange for a complimentary at-home consultation designed to aid in developing a customized audio and video set-up.

Parent company Bang & Olufsen a/s, founded in 1925 in Struer, Denmark, is a global retailer of a wide range of consumer electronics, including televisions, music systems, loudspeakers, telephones, medical and multimedia products. It sells products in more than 60 countries.



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