ASBIS Group is intensifying its premium retail presence overseas. The new opening in West Hollywood signals a deeper evolution of the business models of traditional technology intermediaries.
The company has officially launched its second Bang & Olufsen brand flagship store in the United States. Robertson Boulevard in Los Angeles’ prestigious Design District – one of the most important global hubs for luxury lifestyle and home furnishings – was chosen as the location. For ASBIS, this is the fifty-sixth retail shop in its global portfolio and the seventh showroom developed in partnership with the Danish premium audio manufacturer.
This move demonstrates how dynamically the company is diversifying its revenue streams. Although the core of the group’s business remains value-added distribution (VAD), ASBIS is steadily building a strong position as a retail network operator. In Central and Eastern Europe, the company manages, among others, thirty-six Apple Premium Reseller stores under the iSpace banner and thirteen Samsung monobrand outlets in Poland. The expansion in California, however, represents an entry into a market with a much higher barrier to entry and higher consumer expectations.
The new Los Angeles showroom redefines the traditional retail approach. The space is designed as an interactive cultural centre with a dynamic stage to host live performances, art exhibitions and meetings with people from the entertainment industry. As Nikolaj Wendelboe, CEO of Bang & Olufsen, points out, California naturally combines excitement with design, making this retail format extremely apt. ASBIS CEO Serhei Kostevitch, on the other hand, openly announces the further expansion of the B&O chain in the US market.
Investing in so-called experiential retail in the heart of the global entertainment capital allows ASBIS to directly reach the most affluent customers and generate higher margins, which is an effective response to declining profitability in traditional distribution channels.
