The global audio landscape is shifting as tech giant Samsung makes a strategic move to consolidate its position in the premium sound market. Through its subsidiary Harman International, the company is set to acquire several iconic audio brands that have shaped high-fidelity sound for decades, signaling Samsung's ambitions to dominate both mainstream and luxury audio segments.
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| Samsung is set to acquire several iconic audio brands, consolidating its position in the premium sound market |
The $350 Million Deal
Samsung's subsidiary Harman has agreed to purchase Masimo Corporation's consumer audio business division for USD $350 million in an all-cash transaction. This acquisition brings prestigious audio brands including Bowers & Wilkins, Denon, Marantz, Polk Audio, and Definitive Technology under Samsung's growing audio portfolio. The deal, announced recently, is expected to close by the end of 2025, pending the necessary regulatory approvals from relevant authorities.
Building an Audio Powerhouse
This acquisition significantly expands Samsung's already impressive collection of audio brands. Since acquiring Harman International for USD $8 billion in 2016, Samsung has controlled well-known audio names including JBL, Harman Kardon, AKG, Arcam, Mark Levinson, and Revel. With the addition of Masimo's audio assets, Samsung is positioning itself to solidify its global No. 1 position in the consumer audio market, according to the company's press release.
Heritage Brands Under New Ownership
The newly acquired brands bring decades of audio engineering excellence to Samsung's ecosystem. Bowers & Wilkins, founded in England in 1966, has built a reputation for high-design, audiophile-grade speakers like the iconic Nautilus. Denon carries a remarkable 115-year legacy in sound systems and AV receivers, while Marantz has long been celebrated for its premium amplifiers and network players. Polk Audio and Definitive Technology round out the acquisition with their respective strengths in home audio solutions.
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| Denon, a prestigious audio brand, brings a legacy of sound systems and AV receivers to Samsung's growing audio portfolio |
Strategic Integration Plans
Samsung isn't merely collecting brand names – the company has outlined plans to integrate technologies from these premium audio manufacturers into its broader product ecosystem. Consumers can expect to see audio innovations from Bowers & Wilkins, Denon, and Marantz appearing in Samsung's smartphones, wireless earphones, headphones, televisions, and soundbars. The acquisition also presents opportunities for expanding Samsung's automotive audio business, with luxury car audio systems potentially benefiting from Bowers & Wilkins' expertise.
Market Growth Opportunities
The timing of this acquisition aligns with Samsung's projections for substantial growth in the global consumer audio market, which the company expects will reach USD $70 billion by 2029. By controlling both mainstream and luxury audio segments, Samsung is positioning itself to capture a larger share of this expanding market while offering products across various price points and use cases.
Masimo's Strategic Pivot
For Masimo Corporation, the sale represents a strategic refocusing on its core medical technology business. The global medical technology company – perhaps best known for its recent patent infringement lawsuit against Apple regarding pulse oximetry technology in the Apple Watch – is shifting resources toward addressing unmet clinical needs. Masimo's vice chairman Quentin Koffey noted that Finding the right home for this business has been a stated priority of the new Board from day one.
Industry Implications
This consolidation raises questions about the future of high-end audio as more premium brands come under the control of large technology conglomerates. While Samsung's resources may provide greater research and development capabilities for these storied audio companies, audiophiles will be watching closely to see if the brands maintain their distinctive sound signatures and engineering philosophies under new corporate leadership.