The soundbar category leader advises retailers to supplement TV sales
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.