ABM is set to distribute B&O’s PLAY products across Bahrain, Kuwait, Qatar, Oman, KSA, Jordan and Lebanon.
B&O PLAY by BANG & OLUFSEN, which delivers best-in-class audio products in luxurious and contemporary designs, and Arab Business Machine FZE have signed a distribution agreement to sell B&O PLAY’s products in Bahrain, Kuwait, Egypt, Qatar, Oman, Kingdom of Saudi Arabia (through Arab Computers), Jordan and Lebanon.
Arab Business Machine FZE (ABM) will build the third party retail network – consisting of consumer electronic and other independent retail outlets – with the exception of the dedicated Bang & Olufsen stores.
B&O PLAY is dedicated to bringing the quality, design and performance from Bang & Olufsen to new customers with a digital lifestyle. We want to expand the distribution of these products and want to make them available in high-quality retail outlets. Our partnership with ABM will help us to achieve our ambitious goals and means that we can accelerate this strategy further, said Corporate Vice President of B&O PLAY, Henrik Taudorf Lorensen.
The agreement, which will strengthen ABM’s Middle East’s range of premium and lifestyle brands, covers all B&O PLAY audio products, including BeoPlay A9, A8 and the new A2 – as well the headphone range including BeoPlay H6, H3, Form 2i, EarSet 3i and the new H2.
We are extremely happy to partner with B&O PLAY, which confirms the quality of our distribution and clearly represents a strengthening of our business offer in the regions high quality retail segment. We have the ambition to become the preferred supplier of best-in-class consumer electronics to retailers and resellers, and want to work with industry-leading manufacturers. With B&O PLAY’s products, which combine high quality with style, we get a strong brand that compliments this strategy, said Ghassan Bendali, General Manager of ABM Middle East.
