ASBIS Group, hitherto primarily associated with its strong position as a value-added distributor (VAD) in the markets of Europe, the Middle East and Africa, is making a strategic turn overseas. The company has officially made its debut in the US retail market with the opening of the world’s largest flagship Bang & Olufsen brand store in San Francisco.
The decision to locate a facility in California is no coincidence and is part of the Group’s broader geographic diversification plan. While ASBIS has built its strength on ICT and IoT distribution in the EMEA region, the entry into the US signals an appetite for higher-margin markets and stabilised demand for luxury goods. The operation is the responsibility of the ASBC subsidiary, which is steadily expanding its retail portfolio. It currently manages a network of 41 outlets in 12 countries, combining sales of Apple products (under the Apple Premium Reseller format) with exclusive audio equipment.
The new showroom in San Francisco is to act as a showcase for both brands, combining Danish minimalism with the distributor’s technological know-how. Serhei Kostevitch, CEO of ASBIS Group, emphasises that the US is a natural environment for premium products, and the current opening is just a bridgehead for wider expansion. The roadmap for the coming years is already outlined – further showrooms are planned to open in the first half of 2026 in key locations of the technology business: Los Angeles and Palo Alto.
The move should be read as an attempt to become independent of economic fluctuations in emerging markets, where ASBIS has traditionally generated most of its revenue. Choosing Bang & Olufsen as a partner in this expansion seems a safe bet, given the eight jointly operated showrooms in countries as diverse as Italy, South Africa and Georgia. The success in California could become proof for ASBIS that their business model is also scalable in the world’s most competitive retail market.
