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Bang & Olufsen appoints EET Europarts as the first distributor of B&O PLAY products

Press Release   •   Mar 07, 2013 08:00 GMT

EET Europarts and B&O PLAY have signed a distribution agreement allowing EET Europarts to sell B&O PLAY products in Denmark, Sweden, Norway, Finland, Benelux and Poland.


The agreement, which will strengthen EET Europarts position in the market towards high-end customers in the retail segment, encompasses B&O PLAY products in the audio category, including Beolit ​​12, BeoPlay A9, BeoPlay A8, BeoPlay A3 and EarSet 3i and Form 2 headset.

Group CEO John Thomas says: "We are very glad about the agreement with B&O PLAY which confirms the quality of our distribution concept and clearly represents a strengthening of our existing product range targeting the high-end retail segment. We have the ambition to become the preferred supplier of consumer electronics to resellers, and want to work with industry-leading manufacturers. With B&O PLAY products in our portfolio, we get a strong brand that compliments this strategy."

Corporate Vice President at B&O PLAY, Henrik Taudorf Lorensen is pleased with the new partnership. "B&O PLAY is the exciting new brand from Bang & Olufsen. We are dedicated to bringing the quality, design and performance from Bang & Olufsen for new customers with a digital lifestyle. We want to expand the distribution of these products and make them available in several high-quality retail outlets. With this partnership we can accelerate this strategy further."

Managing Director Mikael Thulin from EET Europarts Danish sales company also expresses great satisfaction. "I am pleased that B&O PLAY and EET Europarts have come together on this agreement. Our employees are already trained in the products, and we now look forward to meet our customers and ensure the proper availability in the right channels. We have strong demand from retailers for high-end audio products, and it's fantastic that we now can offer such a strong brand as B&O PLAY. It is also our hope that customers will experience a better distribution as we handle orders with day-to-day deliveries in all countries, which wasn't possible with the previous setup."

EET Group is Europe's leading distributor of IT, Security & Surveillance, Home Entertainment and Lifestyle Electronics. The company, founded in 1986, employs approximately 400 employees and has 27 sales offices spread over 25 countries in Europe and Africa.

EET Group distributes, via sales companies under the commercial name EET Europarts, a wide range of leading brands including: HP, Lexmark, IBM, Canon, Epson, Acer, Axis, Synology, IQeye, Samsung, Ernitec, Sony, Milestone, Sling Media, B&O PLAY, MicroBattery, MicroMemory, MicroLamp, MicroStorage, MicroConnect, MicroScreen, Hitachi, Western Digital, estuff, Sandberg, Garmin, Jawbone, Kensington, Libratone, Loewe and many more.

The company headquarter is situated in Birkerød (Copenhagen) and the logistics center is located in Ballerup (Copenhagen).

EET Group is the parent company of all EET Europarts sales companies. As such the EET Group is backbone of the organization and provides all back office functions within: Corporate Management, Finance, Marketing, IT, WEB- and ERP-development, Logistics, Product Management and Procurement.

EET Group served in 2012 more than 40.000 dealers and handled more than 750.000 deliveries.

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