Bang & Olufsen reveals plans to phase out the B&O Play-- aka BeoPlay-- sub-brand, meaning all products from the Danish high-end CE maker will be sold under the single Bang & Olufsen umbrella.
The announcement comes from the B&O 2018/2018 earnings report. It states the rebranding effort started back in 1 June 2018, and over the next few months the company will start combining the two brands in areas such as marketing, product packaging and online presence.
But why would the company go through such a rebrand in the first place? The answer lies in simplicity. The lower-cost (relatively speaker) headphones and speakers sold under the B&O Play brand make nearly 50% of overall B&O revenues for 2017/2018, and as such it makes sense to associate such products with the Bang & Olufsen name before it is overtaken.
In addition, such a rebrand helps reduce customer confusion-- after all, the company sells TVs under both brands, only the more affordable BeoVision Horizon TV is sold under the B&O name, not B&O Play.
