Bang & Olufsen appoints Ingram Micro & Tech Data to grow its European channel business



Audio vendor, Bang & Olufsen, recently celebrated 95 years in the audio business and has signed agreements with Ingram Micro & Tech Data to drive its channel business across Europe.


Ingram Micro's distribution agreement is expected to strengthen its multibrand and B2B performance. Bang & Olufsen’s Vice President of Europe, Jorge Aguiar, comments:

“We are pleased to team with Ingram Micro to improve our presence in multibrand and B2B. We can leverage Ingram Micro’s strong presence in Europe and know-how in consumer electronics to scale our business and strengthen the consumer experience in non-branded Bang-Olufsens-branded stores.”


Renke Krüger, EMEA Director Peripherals, Ingram Micro, notes:


“Ingram Micro’s strength, scale, relationships and expertise in consumer electronics and B2B are aligned with Bang & Olufsen’s growth goals making it the right time to engage and grow the business together. We are happy to be named a strategic, go-to-market partner for Bang & Olufsen and look forward to building on their success.”


Tech Data customers in Europe can now access B&O's premium range of audio products, including its portable smart home speakers. Tech Data will support Bang & Olufsen in accelerating sales of its products in the region, particularly in non Bang-&-Olufsen-branded retail outlets and B2B segments.


Luc Van Huystee, vice president, Mobility and Consumer Electronics Solution, Europe at Tech Data, said: “Bang and Olufsen is a globally renowned audio brand and this new partnership presents an exciting opportunity for our partners to offer a highly innovative, premium range of smart home products to their end customers in the region. We look forward to leveraging the strength and scale of our sales and digital marketing capabilities to extend the reach of Bang & Olufsen’s product offering among our channel customers in Europe.”


Jorge Aguiar, vice president, Bang & Olufsen, Europe, said: “Tech Data has a strong track record in consumer electronics and insights into the European market, and I look forward to a fruitful partnership. Tech Data will help us scale our business and strengthen our presence in multi-brand and B2B, and I have no doubt that working with one of the leading distributors in this region will help us increase the sales of our products.”


B&O is busy lining up a number of new products for release including the BeoPlay E8 Sport headphones (in collaboration with sport brand Rapha) and the Beovision Contour and 2nd gen Beovision Eclipse, for early 2021.


In the UK, B&O have undertake a low key project with the Handel & Hendrix Museum to recreate Jimi Hendrix's home audio set up. Audio brands Leak and Lowther are also involved in what should be an interesting experience for visitors to the Mayfair address.

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3-5 November 2021 | Le Meridien Beach Plaza Hotel, Monaco

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