Sonos Joins First Home-Technology Buying Group Ever – Azione

Sonos, an iconic brand that is both loved and loathed by home-technology pros, has joined its first industry buying group, Azione Unlimited, claiming it is “committed to building stronger relationships with the channel.”

Sonos Joins First Home-Technology Buying Group Ever – Azione

Sonos shows love to the home-technology channel by joining its first industry buying group, Azione Unlimited.

Sonos, the popular DIY wireless-audio brand, has joined a home-technology channel buying group for the first time ever. Azione Unlimited is the lucky group to win the affections of this evasive vendor, which — legend has it — always turned down buying groups in the past because of an unwillingness to relinquish additional margins.

For their part — again according to popular lore — the buying groups refused to welcome Sonos for its brand cachet alone. They demanded the same contributions of the DIY beast as every other vendor partner. Seems Sonos finally relented.

Azione represents roughly 200 dealers, with aggregate sales of more than $626 million per year. If the member makeup is anything like the population of CE Pro 100 dealers (2018), then roughly 76 percent of them already specify Sonos products.

Related: Sonos Doesn’t Hate Home-Automation Channel; They Just Don’t Communicate Well

“Joining Azione Unlimited is our first official association with a buying group within the CEDIA space,” says Andrew Vloyanetes, head of sales in a statement issued today. “It's an important first step for us.”

“[T]his is one more step in our commitment to the professional residential installer.”

— Andrew Vloyanetes, Sonos

Sonos may be the one vendor in the home-technology channel that elicits just as much passion from its advocates as it does its detractors. While many dealers owe their survival to the product line, which saved more than a few of them during the housing crash a few years ago, many others thrash the company for its seemingly dismissive attitude towards the pro channel.

“They steal our customers,” say the aggrieved dealers. “They break our integrations.”

But when dealers say, “Sonos doesn't care about our channel,” they are flat-out wrong. The company still owes a good chunk of business to specialty A/V retailers and custom installers. They just don't do a very good job of showing it.

Sonos is 'Committed' to the Channel

All that is about to change if you believe Vloyanetes. 

“We are committed to building stronger relationships with the channel and this is one more step in our commitment to the professional residential installer,” he says in the statement. “Sonos will be actively attending and participating in the Azione events, engaging with Azione dealers in new ways, and soliciting feedback from Azione partners throughout the year.”

“[T]hey have the vision and resources the industry needs to support the ever-evolving audio category.”

— Richard Glikes, Azione

For his part, Azione president Richard Glikes issued a subdued statement on the partnership, belying what must be complete and unmitigated glee for bagging this iconic brand.

“Not only are they one of the most sought-after brands,” he says, “they have the vision and resources the industry needs to support the ever-evolving audio category.”

There is no reason that every Azione dealer wouldn't relish this new relationship. It means better margin on Sonos product and presumably some sway in the direction of the company vis-a-vis the channel.

Not all Azione vendors, however, might share in the joy. On the one hand, the partnership could attract new dealers into the buying group — Glikes' ultimate goal is to have 250 dealers — but on the other hand Sonos competes with some of the 60 vendors in the group who have catered to the custom channel since forever. Those vendors might not be super-excited.

About the Author

Julie Jacobson
Julie Jacobson:

Julie Jacobson is founding editor of CE Pro, the leading media brand for the home-technology channel. She has covered the smart-home industry since 1994, long before there was much of an Internet, let alone an Internet of things. Currently she studies, speaks, writes and rabble-rouses in the areas of home automation, security, networked A/V, wellness-related technology, biophilic design, and the business of home technology. Julie majored in Economics at the University of Michigan, spent a year abroad at Cambridge University, and earned an MBA from the University of Texas at Austin. She is a recipient of the annual CTA TechHome Leadership Award, and a CEDIA Fellows honoree. A washed-up Ultimate Frisbee player, Julie currently resides in San Antonio, Texas and sometimes St. Paul, Minn. Follow on Twitter: @juliejacobson