A new era for Bang & Olufsen

With refreshed look and feel.

In October 2018, Singapore-based retail and wholesale distributor, MJ Group was selected as the exclusive distributor of Bang & Olufsen (B&O) in Australia and New Zealand after Kennedy Luxury Group announced that it would cease distribution immediately.

Earlier this month, B&O relaunched its Bondi Junction flagship in Sydney’s eastern suburbs as part of MJ Group’s renewed vision for the brand.

MJ Group managing director Michael Ostergaard (pictured) told Appliance Retailer they had to either take ownership of the mono-brand stores or start with no stores.

“This was the hard reality we faced,” he said.

“We knew we could not leave the Sydney store, given its location, and we knew we had a strong and passionate team who had been with the brand for many years and would underpin our future success. So we decided to relaunch the existing store and embark on a holistic brand-building exercise.

“By working very closely with Bang & Olufsen, we planned the new vision for the business and its launch to the local market, while showing our commitment to our customers. We have invested in the new store, refreshing the look and feel to align with the global relaunch of the brand, to provide our customers with the opportunity to experience all the products across the range of speakers, televisions, headphones and portables.”

The new Bang & Olufsen flagship store in Bondi Junction

Ostergaard described the move as a new era for the brand in the Australian market and said MJ Group will continue to create a “buzz” beyond the store opening event. When it comes to the premium audio space, he recognises that the Australian market is mature towards the consumption of lifestyle and luxury goods.

“We understand that our customers want a specialised shopping experience, which we have tailored in the relaunch of our flagship store in Westfield Bondi Junction,” he said.

“Consumers are increasingly upwardly mobile and they seek out convenience in their way of living and products that cater to that. Our Flexible Living collection of design-centric multi-room wireless speakers addresses this. Our Beosound 1 and Beosound 2 speakers, for example, are now equipped with Google Voice.”

This year, MJ Group will continue to build on consumers’ confidence of the brand and has committed to finding good retail partners to open three or four mono-brand stores in Australia and New Zealand.

“The past has rewarded us with experience and knowledge about how to identify good retail partners and work with them. With our entry (MJ Group) into this market, we will reconnect with customers with our new stores and regain our reputation within the Australian and New Zealand market as the leader in luxury lifestyle audio and audio-visual equipment for their homes and on-the-go,” he said.

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