Samsung begins sales of Harman audio
Samsung Electronics will begin selling Harman International’s consumer audio products today at its retail chain stores here.
The lineup includes Harman’s renowned audio sub-brands JBL, Harman Kardon and AKG, with Samsung planning to expand sales channels into the country’s major electronics goods retailers such as Hi-Mart, Samsung said in a statement.
The move is part of Samsung’s revenue diversification strategy into the business-to-consumer (B2C) sector after it acquired the U.S.-based audio and auto-parts giant for $8 billion (8.96 trillion won) last November.
The high-profile takeover was aimed at expanding Samsung’s footsteps into the lucrative auto-parts and connected vehicle industry where Harman holds a leading status with a bunch of car client bases — such as BMW, GM, Ford and Toyota.
But as Harman also boasts a sevendecade history as an audio maker, Samsung also aims to generate more synergy in the consumer audio area, the company said.
“We are going to sell 40 audio products — manufactured by the three Harman sub-brands — at 30 Samsung Digital Plaza chain stores,” a Samsung Electronics official said.
“By the end of this year, Samsung will also team up with electronics goods retailers and department stores, so more customers can enjoy quality audio experiences from Harman’s consumer audio lineup.”
Samsung has also set up a special booth for Harman’s audio products within its retail shops, allowing visitors to test sound quality in detail for its diverse products — speakers, ear- phones, headphones and sound bars.
“Customers of the Harman audio products can also request a warranty service at nationwide Samsung retail chain stores,” the company official said.
“We also plan to open Harman stores at the nation’s major shopping complexes no later than this year, in our bid to meet the diverse needs of customers and strengthen our audio business expertise.”
The latest step came as customers here have been given limited chances to experience Harman audio products, as the company had not tapped directly into the Korean market by establishing a subsidiary here.
Samsung said it expects customers to enjoy high-end Harman audio products more easily and conveniently under the partnership with Samsung’s retail, marketing and repair service expertise.
Upon finishing its acquisition of Harman this March, Samsung has also sought to generate mobile synergy by unveiling its flagship smartphones — the Galaxy S8 and S8 Plus — which come bundled with AKG’s earphones.