Bang & Olufsen Announces Phase-Out of B&O Play Sub-Brand

In its latest earnings report, Bang & Olufsen has announced it is in the process of phasing out its B&O Play/BeoPlay sub-brand, which currently accounts for 47% of its total revenue. From this point on, all products will be sold under the company name.

BO Earnings Report 1

In the report, the company wrote, “This single-brand approach will be gradually implemented during 2018/19 across marketing, product packaging, in-store visual merchandising, digital platforms and other touchpoints”.

BO Earnings Report 3

BO Earnings Report 4

The report also revealed that the company’s TV sales currently make up 26% of its total revenue, having steadily decreased every year from 50% in the 2011/2012 financial year.

However, the company appears to be bouncing back after a period of financial difficulty. Revenue grew by 11% year-on-year in the last financial year and profits came in at DKK122 million ($19.2 million) before tax, the company’s first positive earnings result for several years.