Focal & B&B Electronics Partner to Form Focal North America
The newly formed joint company Focal North America will distribute Focal's Spirit headphones, Dimension soundbar and subwoofers, 5.1 speaker systems under the Sib & Co and Dôme brand names, and Focal's residential and commercial installed speaker solutions.
Focal, a French speaker and headphone manufacturer, has announced the formation of Focal North America, a partnership between Focal Global and B&B Electronics. According to the companies, the partnership was formed to support the growing marketing and distribution efforts that are required within the North American electronics market.
The crux of this new joint venture will focus on the distribution of six current Focal product lines, including Spirit headphones, Dimension soundbar and subwoofers, 5.1 speaker systems under the Sib & Co and Dôme product names, as well as custom installation products targeted in both the residential and commercial markets.
“We are extremely excited to launch this new division in the US and Canada, that will begin to bring a stronger brand presence of these product to these two important territories,” says Arnaud Hendoux, commercial director, Focal-JMLab. “Focal North America will join our existing network of distributors, dealers and retail partners, including those that work with our full line of high-fidelity speakers, including our flagship Utopia line; car audio products including our flagship Ultima line and finally, our professional audio monitoring products.”
This new division will be headed up by Ben Jensen, who will assume the role of president. Additionally, Kim Jensen will serve as general manager, Jason Haberman will serve as category and marketing manager, and the newly appointed Sanjay Sharma, North American sales manager, Focal North America, will report to Jensen.
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“With the creation of this new joint venture, we will be expanding our focus on product training with additional team members, in order to ensure consistency throughout the brand as well as giving retailers the proper tools to maintain a highly educated sales staff,” Jensen points out.
Additionally, Focal North America states that existing commercial accounts and current retailers in North America carrying these Focal product lines have been contacted by the sales team to ensure a seamless transition and that their needs are being fully met.
Elaborating on how this partnership will impact Focal’s American distributor Audio Plus Services, which is a Montreal-based company that supports the custom installation and pro audio markets, Hendoux emphasizes Audio Plus Service’s relationship with the audio company remains unchanged.
“The creation of Focal North America will not affect the brand’s relationship with AudioPlus Services in the U.S. They will continue to distribute traditional Hi-Fi and professional [studio monitor] products and have been doing an excellent job getting those products into the market,” states Hendoux. “However, the partnership with B&B in the creation of Focal North America is based on the need to market products with mass market appeal slightly differently. As we have seen, B&B has a proven reputation as Focal’s Canadian distributor of auto products and we were excited to work together in the North American market in an effort to capture market share in these high growth potential categories.”
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Bob is an audio enthusiast who has written about consumer electronics for various publications within Massachusetts before joining the staff of CE Pro in 2000. Bob is THX Level I certified, and he's also taken classes from the Imaging Science Foundation (ISF) and Home Acoustics Alliance (HAA). Bob also serves as the technology editor for CE Pro's sister publication Commercial Integrator. In addition, he's studied guitar and music theory at Sarrin Music Studios in Wakefield, Mass., and he also studies Kyokushin karate at 5 Dragons in Haverhill, Mass. Have a suggestion or a topic you want to read more about? Email Robert at firstname.lastname@example.org
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