Speaker company Sonos is opening a new store in London’s Covent Garden on November 16 in a bid to push its new Sonos One smartspeaker ahead of the Christmas sales rush.
The store, located just off Seven Dials at 21-23 Earlham Street, is a 2,500 square metre retail unit with two “listening rooms” that have been designed to reflect people’s homes by Sonos sound experience leader Giles Martin.
“The main purpose of the space is to inspire the customer around how we bring sound into their home,” Sonos UK country director Vincent Sorge-Titmus told Business Insider on Monday.
“The London Sonos concept store is the best way to discover, experience and shop for Sonos,” he added. “We envisage the store becoming a true destination for music fans and visitors alike to come together and celebrate listening to music out loud.
“The store was designed to replicate the home environment and demonstrate the importance of listening to music out loud. We thought about how people bring music into their home environment, through curation and used it in the store to pay homage to the great city of London and the culture that continues to be born here.”
The Californian speaker company has only opened one other store of its own to date; it’s in New York City and it’s been in operation for about a year.
The London store – in one of London’s busiest shopping districts – is “relatively minimalist,” according to Sorge Titmus, who said Sonos is also planning to open a store in Berlin early next year.
Sorge-Titmus said Sonos has high hopes for the company’s £199 Sonos One device, which went on sale on October 24 and has Amazon’s voice assistant (Alexa) embedded into it.
“Voice has exploded,” said Sorge-Titmus. “It’s doubled the number of units sold in the typical home audio space.”
Rivals like Bose or Bang & Olufsen also have their own stores in London and other cities around the world. Bose has a store on nearby Regent Street, for example, while Bang & Olufsen has one in Marylebone.
“The London concept store seamlessly fits into our wider business strategy, which has trial and customer experience(s) at its heart,” said Sorge-Titmus.
“Combined with passionate and world class Sonos service, plus the introduction of voice control to our range, we think we have a strong offering, which encourages purchase and loyalty.”