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Denon Announces Special Edition 100th Anniversary Line

40 Dealers to Carry Seven Models Starting in November

August 22, 2010 By Nancy Klosek
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Denon Electronics will launch a seven-model Special Edition product range that it will sell worldwide in limited quantities for a limited time beginning in November to commemorate its hundredth anniversary.  The company is restricting sale of the A100 line here through 40 dealers who must agree to adhere to strict display, selling and promotional requirements to carry it.  In the buildup to the product availability date, Denon will kick off on Oct. 1 a “100 Days of Denon” global promotion whose particulars will be revealed at CEDIA Expo in late September at Denon’s special centennial anniversary booth.

The launch represents “a milestone for us” that will be supported by an already launched microsite, www.denon100.com, and extra measures including advertising, contests, giveaways and in-store events meant to help dealers drive customer traffic, said Denon senior vice president of sales and marketing Phil Cohn.

The line includes the PMA-A100 integrated amplifier; DCD-A100 CD/SACD player; DP-A100 direct-drive turntable; DL-A100 phono cartridge; AVR-A100 9.2-channel A/V receiver; DBP-A100 universal Blu-ray player; and AH-A100 over-ear headphones (SRP: $499).  The five component products will each carry an SRP of $2,499 while the headphones and phono cartridge will be priced at $499. 

The phono cartridge is based on an original model introduced in 1964 that is still in the line: the handcrafted DL103, of which 750,000 have so far been sold, said Jeff Talmadge, Denon’s director of product development and systems integration. The company is placing emphasis on promoting the build quality of the pieces. For example, the AVR-A100 A/V receiver is outfitted with gold-plated inputs and outputs and cast-iron footing

All the products will carry a five-year warranty – a first for Denon, said Talmadge. They will be “badged” with a “100th anniversary” mark, and also packaged with a commemorative anniversary book and a certificate of authenticity printed with a serial number and signed by the engineer who oversaw the product’s manufacture. “Everything is being hand-tuned and hand-inspected by the factory,” he added.

The amplifier, SACD player, multi-channel receiver and Blu-ray player are available through March 2011 while the headphones and turntable will be available through October 2011.

Cohn said the specialty dealers chosen to carry the line will need to agree to carry all seven products, display and merchandise them in a specific area together, but separate from regular Denon products, and use Denon assets such as special direct-mail pieces in advertising the line. Those selected dealers chosen who also conduct authorized online sales must follow the same rules on their sites.  Denon, in turn, will provide the dealers marketing help with in-store events, and with an “enhanced position” in both its anniversary marketing efforts and in its store location area on the Denon web site.  “The dealers are a good selection of enthusiast dealers with the right targets and the right customers for this class of product,” he said.
 

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