Denon is marking its 100th anniversary with the release of 2010 A/V receiver, Blu-ray players and headphone lines that the company says will reinforce its legacy and reputation as a high-performance A/V brand while broadening its product scope toward new demographics.
Following a year in which, in A/V receiver (AVR) sales, it held the number one market position in the specialty retail channel – with a 40 percent share in $1,000 to $1,500 AVRs and a greater than 45 percent share in AVRs above $1,500 – Denon has begun to leverage its centennial by highlighting its longevity with the tagline, “A Legacy of Firsts,” and through a special microsite, www.denon100.com, which is up and running now.
“The anniversary will be a promotional platform for all that Denon does this year – a year of celebration,” said Phil Cohn, senior vice president, sales and marketing, noting that the centennial will be the springboard for global promotional and marketing initiatives leading up to the October anniversary.
Cohn said the company has set out to grow its AVR market leader position. It is expanding its $1,000-and-above AVR presence while extending its line to include its first fully featured entry-level product under $300: the $249 AVR-391 (July availability). He added that Denon also expects to capitalize on industrywide excitement surrounding market deployment of 3D TVs to drive step-up sales, with the addition of two new universal 3D-ready Blu-ray players – updatable with firmware that will come out in the fall. The new models are the DBP-2011UDCI ($799; August) and the DBP-1611UD ($399; June).
New AVR intros include five models in the Retail Home Theater Series line, starting with the AVR-991 ($999; July availability). Also new are two seven-channel models, AVR-1911 ($599; June) and AVR-1611 ($399; June).
In the CI (custom installation) class of receivers, three models are being released, with the top-line AVR-4311CI ($1,999) available around the time of the CEDIA Expo. The AVR-3311CI ($1,199; June) and AVR-2311CI ($899; June) will also be labeled as Control4-certified, upon their release. They are two SKUs of 13 either currently in the Denon lineup or soon to be released that will carry Control4 certification. All those models are RS-232C-capable.