EET Expands Audio Portfolio with JBL and HarmanKardon

Allan Friis, Sales Director Retail for EET A/S
Allan Friis, Sales Director Retail for EET A/S

Multispecialist EET A/S has just signed a distribution agreement with HARMAN that will make both parties even stronger in audio in the future. With the newly established partnership, HARMAN's products, which include JBL and Harman/Kardon, will be easily available to their already established dealers in EET's network. At the same time, new and unique products will hit the market later this year, and to that end, EET and Harman will look to expand HARMAN's existing retail sales channels in B2B and lifestyle.

HARMAN already has a leading market position in several of its brands and product categories in audio and naturally has a desire to continue to maintain this position but also to expand in true wireless, gaming and headphones. As EET has a strong network of dealers in this particular category, both parties have high expectations for the future cooperation.

"At HARMAN, we have been evaluating the market for some time to find the right setup to support our future channel strategy, and among our existing dealers, several of them have pointed to EET as their preferred distributor. Now that we have a deeper understanding of EET's distribution strategy and history in audio distribution, we have no doubt that we have found the right partner who can fully live up to our values and service level", says Henrik Sie, Sales Director, HARMAN Nordics.

"We are very pleased with the new collaboration and look forward to contributing to HARMAN's entry into our well-established dealer network. Both we and our dealers have been missing a high-end brand in the audio category for a few years. With HARMAN, we will be able to regain our position and deliver more of what our dealers demand through both the Harman/Kardon and JBL products. Harman has a very structured approach to the market, which fits very well with EET's value set, and we are very much looking forward to getting started with the cooperation", says Allan Friis, Sales Director Retail for EET A/S.

Within the coming weeks, the first HARMAN products will be on their way out of EET's warehouse to our dealer and be ready for summer sales around Denmark.