Sennheiser creates consumer electronics subsidiary

GERMANY: Sennheiser is establishing a new consumer electronics subsidary to focus exclusively on headphones. Sennheiser Consumer Electronics, which is expected to be up and running during the next two months, is intended to help the company identify trends at an early stage and cope with the "very short product life cycles" that now characterise the consumer market, writes David Davies.
Author:
Publish date:

GERMANY: Sennheiser is establishing a new consumer electronics subsidary to focus exclusively on headphones. Sennheiser Consumer Electronics, which is expected to be up and running during the next two months, is intended to help the company identify trends at an early stage and cope with the "very short product life cycles" that now characterise the consumer market, writes David Davies.

The new subsidiary is split between operations in Ireland and Singapore. The former - where transducer manufacturing, assembly of Sennheiser's high-performance headphones and "worldwide fulfilment" is based - is to be headed up by managing director Peter Callan. The Singapore branch is focusing on product marketing and will be overseen by MD Stijn Jans. Both executives will report directly to the Executive Team at Sennheiser's head office.

The decision to locate half of the new subsidiary in Singapore appears to be particularly significant. "Over the last couple of years the centre of innovation for the consumer industry has changed," Volker Bartels - president, manufacturing and logistics, and speaker for Sennheiser's Executive Team - tells PSN-e. "It used to be in Europe, then it moved to Asia, and now increasingly it's in Asia. So that's why we located [part of the subsidiary] in Singapore - it's a perfect blend of Western and Asian culture."

Collectively, the two bases will allow the company to respond to a consumer industry that is generally operating to two-year product timespans, and in which consumer tastes and desires are changing at an evermore rapid rate.

"Behaviour-wise, a lot of the industry is moving towards having similar structures to the automotive industry - just-in-time delivery and so on," says Bartels. "With a short fashion cycle, customers move through very short lead order times, and of course they don't want high stock loads in their inventory - nobody does. We need to come up with processes that allow us to react in a very short time without putting much stock in our warehouse, too."

Product-wise, the new subsidiary will initially concentrate on headphones suitable for 'music on the move'. "We're talking about earbuds, small earphones, small units in ear canals - not so much the big ones for home use. It's the small headphone products that the new unit will be focusing on first."

Web
» www.sennheiser.com

Related

New US subsidiary for Ultrasone

GERMANY/US: Munich-based headphone manufacturer Ultrasone AG has announced the creation of a new subsidiary to cover the North American and South American markets. Ultrasone Inc - based in Southern California and reporting directly to Ultrasone AG - will be responsible for marketing, public relations, sales, distribution and accounting, writes David Davies.

Yamaha to close three US subsidiaries in major production shake-up

EXCLUSIVE: Yamaha Corporation of America's early February decision to close three subsidiary operations in the US - Yamaha Musical Products (YMP), Yamaha Music Manufacturing (YMM) and Yamaha Exporting Inc (YEI) - represents a hugely significant development in the long and eventful history of a manufacturing giant. "Carefully considered profit analysis" and an examination of retail trends in the US are said have contributed to the decision, which will result in a significant ramping up of production levels in Asia and the Far East, reports David Davies.

MC_ Audio and XTA Electronics confirm merger

UK: Amplifier manufacturer MC² Audio and processing specialist XTA Electronics have announced that they are merging to instigate an ongoing "cross-fertilisation of ideas". "They have knowledge in areas we don't, and [vice versa]," MC² co-founder Ian McCarthy - who will head up the combined group - tells David Davies.

ADAM Audio announces UK subsidiary

GERMANY/UK: The new operation, ADAM Audio Inc UK, is located to the north of London, PSN-e can exclusively reveal. The Berlin-based studio monitor and high-end home speaker manufacturer's new subsidiary will be responsible for the distribution, marketing and public relations of all ADAM products in the UK.

Welsh sales for Sennheiser Tourguide

UK: Sennheiser is reporting two major sales of Tourguide systems, writes David Davies. Welsh language translation companies Menter Bro Dinefwr (based in Llandeilo) and Trosol (Cardiff) both acquired their systems from Powys-based installation company Sound Induction Systems, which has now decided to expand upon its experience of selling and creating modified Sennheiser infra-red and Tourguide systems by launching its own brand, Sennsis.

Sennheiser UK named as new Powersoft distributor

UK: As PSN-e was about to go to virtual press, it was confirmed that Sennheiser UK had become the sole UK distributor of Italian pro audio amplifier manufacturer Powersoft. The Florence-based company - established in 1995 - is one of Europe's leading rack-mountable digital amplifier manufacturers, reports David Davies.