Since this is a translation of an overseas article, there may be some inaccuracies.
https://hifi.de/news/sennheiser-wird-verkauft-sonova-trennt-sich-von-traditionsreicher-audiomarke-267931
Sennheiser is being sold: Sonova is parting ways with the traditional audio brand
Sennheiser is being sold. Parent company Sonova has decided to part ways with the German audio brand Sennheiser. The decision was made because Sennheiser no longer fits into the rest of the business portfolio.
The German audio brand Sennheiser has a long tradition in the headphone and speaker sector. Currently, it is also presenting soundbars through the Ambeo series. This audio expert group has been part of parent company Sonova Holding AG since 2021. The Swiss company Sonova originally specialized in hearing aids, hearing assistance devices, and implants. Nevertheless, by acquiring the Sennheiser brand, it ventured into the consumer business. However, this plan seems to have failed, and a sale is now planned.
Sonova announced its new strategy today. Sennheiser will no longer be part of it. It has clearly stated that it will completely divest its consumer hearing business. Instead, Sonova will focus entirely on its core activity of hearing care and aims to increase revenue to 6 billion Swiss francs by the 2030/31 fiscal year.
Headphones and speakers no longer fit into Sonova's picture. The company explains that the distribution channels, demand dynamics, and development cycles of the consumer audio market are ultimately too different from those in the hearing aid and cochlear implant sectors. Resources will be consistently aligned with innovation priorities going forward. In other words, Sonova is subtly echoing the saying "a cobbler should stick to his last." It seems that Sennheiser did not achieve the expected results.
Who will acquire Sennheiser?
This situation brings to mind the story of Sound United. The medical technology manufacturer Masimo acquired the audio giant Sound United, but later had to admit that it did not achieve the expected success.
As a result, Masimo sold Sound United, which includes brands such as Denon, Marantz, and Bowers & Wilkins, to Harman Kardon or its parent company Samsung Electronics last year. Now we have to wait and see who will acquire Sennheiser. From the 2025/26 fiscal year onwards, the Sennheiser brand will be classified as a divestment business within Sonova.
Sonova has stated that it sees greater potential in its core market of hearing aids. This is due to the combination of an aging population and increasing life expectancy, leading to growing demand. Unfortunately, headphones, speakers, and soundbars no longer have a place in the company's strategy. At least we can hope that Sennheiser will find a new home with a company that can better utilize the brand's quality.
▶ Source: https://hifi.de/news/sennheiser-wird-verkauft-sonova-trennt-sich-von-traditionsreicher-audiomarke-267931
