Harman plugs Sound United acquisition; expands product portfolio

ONNECTICUT: Harman’s $350 million swoop for Sound United is a seismic play in the global audio rivalry, vaulting Samsung’s prized subsidiary to the very top of the premium audio hierarchy. Overnight, the deal delivers Harman an army of industry icons: Bowers & Wilkins, Denon, Marantz, Definitive Technology, Polk Audio, HEOS, Classé, and Boston Acoustics—all famed not just for pedigree or hi-fi bravado, but cult customer devotion across the globe. 

Sound United’s arrival telescopes Harman’s reach across every lucrative audio battleground—home audio gear, amplifiers, AV receivers, headphones and automotive audio now all under a single, thundering umbrella. By merging marque names, Harman becomes master of a 21-brand constellation, boosting its chances to dominate both traditional and emerging markets—from living room soundscapes to next-gen connected cars and wearables.

Importantly, Sound United will run as a standalone strategic business unit, preserving each brand’s authenticity and loyal following even as it benefits from Harman’s vast distribution, R&D clout and Samsung’s global hardware ecosystem. The strategy: capitalise on fresh growth while leaving beloved products and sound signatures unspoiled, reassuring audiophile and casual buyers alike.

For Harman, the move is about more than scale; it’s about future-proofing. Plugging Sound United’s legendary R&D and boutique appeal into Harman’s tech and supply chains means a faster track to innovation—from smarter, immersive hi-fi systems to AI-driven sound and car audio.

“This is a bet on unmatched experience, quality and the next wave of audio technology,” says Harman lifestyle division president Dave Rogers.

Analysts predict the expanded Harman will use its new firepower to take on both established peers and disruptors, targeting a global audio market expected to pass $75 billion by the end of the decade. For consumers and audiophiles, it signals more choice, greater technology trickle-down, and the lasting power of classic brands standing tall—with a turbocharged engine behind them.