Boston Acoustics ‘Re-tunes’ Home Speaker Retail Line with Color
Boston Acoustics said that it is launching next month in the U.S the first fruits of a fresh approach to the home loudspeaker market under the banner of a new company logo and trademarked theme – Play Smart -- that leverages its reputation for high-performance, value-oriented speakers while using bold colors and new industrial designs to “re-tune” the 27-year-old brand, born before the boom in video, to capitalize on that boom for what Senior Vice President and General Manager Eli Harary termed “the next 27 years.”
“We’re trying to make audio fun,” said Boston Acoustics parent D&M’s president of sales and marketing, North America, Bob Weissburg, at the rollout announcement. “Loudspeakers, for the most part, have been pretty complacent. We’re looking to take advantage of the explosive growth of flat-panel TV – to revitalize the audio business and get it front and center again. Frankly, we’re underselling the customer. So we think only good can come from this.”
The product intros -- the Horizon speaker series and 5.1-channel compact speaker systems, the SoundWare indoor/outdoor speakers, and the TVee Model Two flat-panel sound enhancer -- constitute the first half of a two-part rollout that will be completed at 2008’s CES. They include models featuring soft-touch plastic and MDF cabinets – and as many as eight grille color choices. The next range of products, to include at least some wood finishes, will be the higher-ticket Vista Series of speakers, tabletop radios and home theater systems.