Bang expounds a big theory

THE RECESSION may be prompting belt tightening around the country, but high-end entertainment retailer Bang Olufsen is confident some customers are still willing to spend thousands for the privilege of having customised audio-visual packages installed in their homes.

So confident, in fact, is the company that it has just launched an offering called Total Package, which includes pricey items such as Stewart projection screens, lighting from Lutron, blinds systems, high-definition films stored on Kaleidescape media servers, projectors and Bang Olufsen audio systems, which are all controlled through a single remote.

Customers can hardwire their PC into their home cinema system so multimedia content can be accessed wherever they choose to install the appropriate equipment.

They also have the ability to integrate their iPod into the system in the room of their choice.

Billy Peat, managing director of the Irish operation, says people are still willing to spend for quality. “The people who had money a few years ago still have money in 2008,” he says.

With that in mind, the Donnybrook store’s investment in a new cinema room to showcase what Bang Olufsen has to offer customers – from flat-screen TVs and sound systems to projectors and fully featured home cinemas – is already starting to pay off.

Peat has given demonstrations to clients willing to invest in the high-end equipment, which can cost in the region of €150,000 to install.

The key to the Total Package offering is the customisation and value for money – each system is tailored to individual needs.

“We listen to the customer. They tell us what they want and we make it happen,” says Peat.

The company is also trading on the strength of its inhouse staff.Bang Olufsen has a team of expert installers at its disposal to build the customised packages for clients.

The company has experienced steady growth in recent years, and Peat sees no reason for the franchise to lose out, despite the current economic gloom.

“While we don’t see much growth this year, we don’t think we’ll lose much business either,” says Peat.

However, he predicts other companies may not be so lucky.

“Over the next year, the less professional companies will fall by the wayside,” he says.

“A lot of the trade who converted themselves into different animals because they saw potential will suffer.”