McIntosh and Sonus faber Purchased by... Bose? Yup, Bose Corporation Has Made a BIG Move

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(November 19, 2024) In a surprising shakeup of high-end audio, Highlander Partners has announced the sale of McIntosh Group to Bose Corporation, marking a new chapter for two iconic names in sound. The transaction, finalized on November 15, 2024, transitions McIntosh Group—a conglomerate that includes luxury audio brands McIntosh and Sonus faber—into the fold of Bose's audio empire.

McIntosh is a quintessential American audio brand known for handcrafted amplifiers, speakers, and turntables. Meanwhile, Sonus faber, based out of Vicenza, Italy, has elevated the craft of speaker-making into an art form. Together, these brands have embodied the marriage of timeless design and big-money sonic performance. Highlander Partners, who acquired McIntosh Group just over two years ago, appears to have been a thoughtful custodian, nurturing and bolstering these brands during its ownership tenure.

"McIntosh is a legendary American brand, and Sonus faber is the definition of fine art in the audio world. We are honored to have been stewards of these businesses," remarked Jeff L. Hull, President and CEO of Highlander Partners. "We are proud of what we accomplished and believe McIntosh and Sonus faber have tremendous growth potential. We are excited to watch these brands reach new heights under Bose's ownership."

Hull's sentiments capture what many in the industry might be feeling—optimism mixed with curiosity about what this acquisition will mean for two stalwarts of luxury audio.

Bose's acquisition comes at a time when the company itself has been navigating a complex transition. Recent years have seen challenges including mass store closures, significant workforce reductions, and declining sales. In response, Bose has been reshaping its strategy to focus on its most popular products, like noise-canceling headphones, portable speakers, soundbars, and automotive audio systems. By doubling down on its core offerings and emphasizing online sales, Bose aims to adapt to shifting market demands while maintaining its reputation for innovation and quality.

If anything, the company's new acquisition is a statement. Known for its mass-market consumer audio products, Bose seems to be aiming higher, bringing in the artisan craftsmanship and high-end cachet that McIntosh and Sonus faber embrace. Whether this means a fusion of Bose’s engineering acumen with McIntosh’s meticulous craftsmanship or a simple expansion into the high-end market remains to be seen. One thing's for sure: all eyes—and ears—will be on Bose as they shepherd both brands into the future.


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Perhaps the end for McIntosh.
 
I hope not! This is definitely NOT an acquisition we’d expect to see. Perhaps it has rinsing with distribution channels?
 
Oh boy. Can't wait to pick up a Sonus Faber Acoustimass system.

It's the Bonus Faber System!

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That didn't take long... Bose memes on their way!
 
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I like that second one.
 
Wow, that was a surprise, was Sonus Faber part of the group??
 
Yup
 
Bose blows the trumpet of victory, or will it be Taps?

Perhaps this is a move to bring back their speaker lines and have McIntosh and Sonus help with the design.

Either way, assuming McIntosh and Sonus have been doing well financially, it could be simply to boost their profits or perhaps help them get back in the black.

Surely, the McIntosh Group is doing well, and Bose was not trying to rescue them when it almost seemed they needed to be rescued themselves.
 
Sonnie Parker said:
Bose blows the trumpet of victory, or will it be Taps?

Perhaps this is a move to bring back their speaker lines and have McIntosh and Sonus help with the design.

Either way, assuming McIntosh and Sonus have been doing well financially, it could be simply to boost their profits or perhaps help them get back in the black.

Surely, the McIntosh Group is doing well, and Bose was not trying to rescue them when it almost seemed they needed to be rescued themselves.
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It will be curious to see what comes out of this🤔🤔
 
Sonnie Parker said:
Bose blows the trumpet of victory, or will it be Taps?

Perhaps this is a move to bring back their speaker lines and have McIntosh and Sonus help with the design.

Either way, assuming McIntosh and Sonus have been doing well financially, it could be simply to boost their profits or perhaps help them get back in the black.

Surely, the McIntosh Group is doing well, and Bose was not trying to rescue them when it almost seemed they needed to be rescued themselves.
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The McIntosh group was held by private equity, so I think it’s safe to assume they are selling in a healthy state.
 
Cross pollinate the unique expertise across the groups offerings, economy of scale to increase margins but keeping the brands and respective followings.
 
Calypso said:
Cross pollinate the unique expertise across the groups offerings, economy of scale to increase margins but keeping the brands and respective followings.
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Are you suggesting that is what will happen or what should happen?

At this point, Bose makes lifestyle products. Soundbars, earbuds, headphones, portable speakers and other nick knacks. I‘m personally not seeing a synergistic connection to $10k USD McIntosh Amps, in sales, marketing, supply chain, engineering or other. I admit this can be due to a lack of knowledge on my part and am open to learning.
 
Bose did have somewhat of a cult following with their 901 models back in the day (discontinued about 7-8 years ago I think). I remember back in the mid to late 70s, maybe even early 80s, we only ever saw the 901 model in what we considered the wealthy folks homes. They were the high-end for most folks in our neck of the woods.

They are still in the pro audio game with some pricey speaker systems.

I am curious if they will leverage the Sonus or McIntosh techs for a new speaker line.
 
JStewart said:
My thought (fear) is Bose is buying the brands so they can use the logos for cred and price premiums on Bose products.
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I really hope not
 
The Bose name still carries serious weight with the vast majority of buyers. The reality is that its NC headphones are actually really good, and the company’s marketing strategy back in the 80s and 90s was amazingly successful.

If I had to guess, the three audio brands will rarely - if ever - be associated with each other in any sort of meaningful way. Most people will be none the wiser.

The unfortunate downside to this move is that there will be internal consolidation of resources… as crazy as this news is, the human impact won’t be discussed. People have or will lose jobs. I know for certain that one person recently left McIntosh and moved to another audio brand. In hindsight, the move makes sense. I’m sure they knew what was coming.
 
JStewart said:
Are you suggesting that is what will happen or what should happen?

At this point, Bose makes lifestyle products. Soundbars, earbuds, headphones, portable speakers and other nick knacks. I‘m personally not seeing a synergistic connection to $10k USD McIntosh Amps, in sales, marketing, supply chain, engineering or other. I admit this can be due to a lack of knowledge on my part and am open to learning.
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Just speculating based on my experience in M&A and I am fairly certain that the due diligence was completed with a positive outlook. Not the same market but why did BMW acquire Rolls Royce? Only time will tell as to how they plan to engage with the market.
 
Why does it always seem that the complete and total turds end up buying (and typically destroying) ledgendary brands?

Yeah, Bose is in trouble . . . . Not selling complete garbage might be the solution to that . . . not dragging others under with them!
 
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