Samsung’s $350 Million Audio Takeover: What It Means for Bowers & Wilkins, Denon, and Marantz

Samsung’s latest acquisition is making waves in the audio world, and it could change everything. With a $350 million deal, the tech giant has added some of the most iconic names in consumer audio to its empire. Bowers & Wilkins, Denon, Marantz, and more are now part of Samsung’s growing portfolio through HARMAN, a subsidiary that’s already home to major audio brands like JBL and Harman Kardon.

This move solidifies Samsung’s dominance in the audio market, but the big question remains: will Samsung preserve what makes these brands great, or will they alter the magic that made audiophiles fall in love with them?

Samsung’s Audio Empire Expands

With this latest acquisition, Samsung now controls a staggering number of top-tier audio brands. The $350 million deal includes:

• Bowers & Wilkins
• Denon
• Marantz
• Polk Audio
• Boston Acoustics
• Definitive Technology
• HEOS
• Classe Audio

These brands join a prestigious lineup under HARMAN, which already owns:

• AKG
• JBL
• Harman Kardon
• Infinity
• Mark Levinson
• Revel
• Soundcraft
• Studer, and more.

HARMAN President Dave Rogers emphasized that this acquisition helps expand their reach across key audio categories, from home audio and headphones to car audio and high-fidelity components. With these additions, Samsung now controls brands that span the entire spectrum of audio equipment—from affordable speakers to ultra-premium audiophile gear.

The Financial Side of the Sale

This move follows a rocky financial journey for Masimo, the previous owner. The company acquired the division for $1.532 billion in 2022, only to sell it off for just $350 million, a steep loss of over 75%. Financial struggles plagued Masimo’s audio venture, with consumer audio revenue falling by over $10 million in a year, and the division’s losses mounting.

Masimo’s decision to offload the brands allows the company to refocus on its core medical technology business. CEO Katie Szyman explained that this sale aligns with their goal of streamlining operations and focusing on areas of unmet clinical need.

What Audiophiles Should Watch For

While Samsung’s takeover has some audiophiles excited about the potential for innovation, others are concerned about what this could mean for the future of these beloved brands. Here’s what to keep an eye on:

1. Manufacturing Quality: Bowers & Wilkins, Denon, and Marantz are known for their exceptional craftsmanship. If Samsung decides to shift production or sourcing methods, even minor changes could affect the quality and feel that fans expect from these brands.
2. Sound Tuning and Engineering: Each of these brands has a distinct sound—whether it’s Marantz’s warm, analog tone or Bowers & Wilkins’ precise, detailed sound. Audiophiles are eager to see if Samsung will keep these unique characteristics intact or standardize the sound across its newly acquired brands.
3. Product Focus: Samsung is a massive player in the mass-market sector, and there’s a fear that these high-end brands could be pushed toward more mainstream products. Will there still be room for premium, audiophile-focused releases, or will Samsung focus on broader market appeal?
4. Retail Strategy: When McIntosh was acquired by Bose, it faced backlash after changes to its distribution strategy. Will Samsung make similar moves, altering where and how these brands are sold? This could signal bigger shifts in the audio market.

The Waiting Game

For now, it’s a waiting game. Samsung has yet to reveal detailed plans for its new acquisitions, but how they handle these iconic audio brands will set the tone for the next chapter of its audio empire. Audiophiles will be listening closely, hoping that the magic of these brands is preserved, even under Samsung’s control.