Sonos strong throughout pandemic, crises

by SHAFIQQUL ALIFF / pic source by

SONOS Malaysia has seen steady growth in its sales up to 30% annually despite the Covid-19 crisis and a global semiconductor chip shortage as more consumers turn to e-commerce.

TC Acoustic Pte Ltd CEO Christian Honegger (picture) said the early stages of lockdown was intense as most of their brick-and-mortar stores which played a big part in their distribution had to close.

TC Acoustic is the exclusive regional distributor for the Sonos, Klipsch, Marshall and Adidas audio products.

“Consumers’ shopping behaviour has changed permanently as they spend more time shopping online rather than from physical stores even in the endemic phase.

“However, this contributed to the growth of our sales since people are now investing more in making their homes as comfortable as possible,” he said after the launch of the new Sonos Ray speakers recently.

The pandemic also led to a shortage of semiconductors as factories could not keep up with the demand during the period, but according to Honegger, Sonos made a strategic decision to increase its inventory rather than keeping it lean.

“Companies would usually keep very lean inventory at times like these but we decided to play safe, especially amid the unpredictable global health crisis, natural disasters and now the Ukraine-Russia crisis. 

“We have been quite blessed to have not run out of semiconductors for a long period,” he added.

Sonos Ray is a compact and portable soundbar designed for smaller spaces, priced at RM1,799, which will be available exclusively on from May 14.

Alternatively, Malaysians will be able to purchase Ray through its official retail partners, Harvey Norman and Lazada starting June 24.

Meanwhile, Sonos CEO Patrick Spence said as homes have now become one’s personal theatre, fitness studios, office, gaming hubs and so much more, consumers are emphasising on the quality of their sound system.

“The new bass reflex system with a proprietary design delivers thrilling lows with perfectly weighted bass, while custom acoustics precisely harmonise mid and high-range frequencies. 

“Ray speakers were tuned with the input of the Sonos Soundboard. Fine-tune the sound even further with Trueplay to create the ideal listening experience for any room.

“Sonos’ Speech Enhancement ensures even greater clarity so you never miss a word, while Night Sound reduces the intensity of loud effects so you do not disturb others at home,” he said.