Klipsch Group is implementing a new go-to-market strategy for its Jamo and Mirage speaker brands to accelerate Jamo product development and reposition Mirage as a Jamo adjunct series focused on application-specific speakers, said Klipsch Group CEO Paul Jacobs.
Klipsch will also merge the brands’ dealer bases.
The efforts will bolster both brands’ market share in North America and globally, Jacobs said. Some of the first North American products developed under the new strategy will be shown at the CEDIA Expo in sample form, he added.
To accelerate Jamo product development, the company is closing Jamo’s two-person R&D facility in Denmark to “bring the full resources” of Klipsch’s near-30-person state-of-the-art R&D facility in Indianapolis to the brand, Jacobs said. All of Jamo’s industrial design, however, will remain in Denmark to maintain the brand’s distinctive cosmetics. “You’ll see a lot more visionary innovative products coming faster from Jamo,” Jacobs promised.
For its part, Mirage will leverage Jamo’s stronger distribution, particularly in markets outside North America, while offering products clearly differentiated from Jamo’s, Jacobs said. Jamo will continue to focus on direct-radiating speakers, while Mirage will continue to offer its signature omnipolar driver design. Mirage will also focus on bringing omnipolar technology to application-specific “form-follows-function” speakers, such as a planned SKU that will be displayed at the Expo and do triple-duty as a floorstanding, wall-mount or ceiling-mount speaker, Jacobs said.
Jamo will also offer a greater breadth of products than Mirage, he added.
The two brands will maintain a “totally different approach in technology and form factor,” Jacobs promised. Neither brand will share core differentiating technologies, though they will share other engineering resources, he said.
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