B&O Play, ABM partner for Middle East

B&O Play by Bang and Olufsen, a provider of audio products and Arab Business Machine (ABM) FZE have signed a distribution agreement to sell B&O Play’s products in Bahrain, Kuwait, Qatar, Oman, KSA, Jordan and Lebanon.

Under the deal, which is effective immediately, ABM will build a retail network consisting of consumer electronics and other independent retail outlets with the exception of the dedicated Bang and Olufsen stores.

Henrik Taudorf Lorensen, corporate vice president, B&O Play, said: “B&O Play is dedicated to bringing the quality, design and performance from Bang and Olufsen to new customers. 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. “

According to the vendor, the agreement will strengthen ABM’s Middle East’s range of premium and lifestyle brands and covers all B&O Play audio products, including BeoPlay A9, A8 and the new A2.

Ghassan Bendali, general manager, ABM Middle East, said: “We are extremely happy to partner with B&O Play, which confirms the quality of our distribution and clearly represents the strengthening of our business offerings in the region’s 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.”