News The soundbar category leader advises retailers to supplement TV sales


Orbitsound call retailers to recognize opportunities in the soundbar market


ORBITSOUND, the UK’s market leader in the soundbar category calls independent retailers to take advantage of the sales opportunities presented by the second fastest growing CE sector in the UK. In the exclusive interview


with IER, John Cameron, Orbitsound chief operating officer, said: “Soundbars are perfect products for independents. Their stores are the right environment to demonstrate them, and the dealers have the product knowledge and


understanding of their customers’ needs. Soundbars are profitable add-on products at the time when retailers are losing money on televisions. In 2011, only around sixty thousand soundbars were sold in the UK – in


comparison with some seven million of television panels. There is a massive opportunity to improve this conversion rate as we are


only scratching the surface at present.” Orbitsound’s flagship


product is the T12v3 soundbar which delivers “the first class ‘spatial sound’ around the room from a very small package”. The ‘spatial stereo’ technology


incorporated in the device is capable of reproducing true stereo surround sound from a single unit. Eliminating the much accepted notion of a ‘sweet spot’, the T12v3 effectively reproduces surround sound wherever the listener is located in the room. “It gives the consumer all the advantages of a 5.1 sound system,” explains John. The team behind Orbitsound includes the founder Ted Fletcher, a former musician and audio electronics designer, who has previously worked with legendary producer Joe Meek, The Eagles and Elton John.


The volume of Orbitsound’s sales increased


by 447% in 2011,


outperforming the soundbar market which grew by 65% in 2011, making Orbitsound the leading soundbar brand in the UK with a 25.5%


market share (by March 2012; source GfK).


Looking for a broad distribution base, early this year Orbitsound signed a distribution deal with CIH, and already around 100 independent retailers are selling the company’s products.


Orbitsound is planning to start manufacturing smaller units to be used with secondary TVs in bedrooms and studies, wireless subwoofers and to expand the range of products that could be docked with its soundbars such as Android and non-Apple phones. “Orbitsound is looking also


to replicate what we’re doing in the UK in continental Europe and further afield.” Orbitsound’s support for


retailers includes training which is delivered by a team of demonstrators. The company also has a seven- day-a-week customer support line managed by highly experienced staff. “We have time and resources to demonstrate our products to the independents so they can see what they are capable of before committing themselves,” says John Cameron.


Leisure launches new Colours range


LEISURE has launched a new collection of colour range cookers which were unveiled at this year’s CIH Trade Show. Nutmeg Brown, Snow White and Regency Red join the existing range of black, cream, silver and stainless steel. The three new shades are available across the various models in the Leisure range – 60cm, 90cm and 100cm, dual fuel and electric – and consumers will be able


to order direct from dealers for delivery within days rather than weeks.


Amanda Castle, marketing manager at Beko PLC, commented: “The growing trend for colourful kitchen appliances that make a style statement, represents a huge opportunity to grow incremental sales. The launch of the new Leisure Colours collection, coupled with the high quality of the products,


will stimulate


consumer excitement, and we are confident that it will also deliver further growth for the Leisure brand and the category.”


The launch of the new Leisure Colours range cookers is supported by a


multimedia campaign, including press, online and PR activity.


June 2012 The Independent Electrical Retailer 11


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