Samsung just closed its biggest audio play in years. The Korean tech giant's subsidiary Harman has completed its $350 million acquisition of Sound United from medical device maker Masimo, instantly making Samsung the owner of premium brands like Bowers & Wilkins, Denon, and Marantz. This deal creates one of the most dominant audio portfolios in consumer electronics, combining legacy hi-fi brands with Samsung's existing JBL and Harman Kardon empire.
Samsung has officially completed one of 2024's most significant audio industry acquisitions. The company's subsidiary Harman finalized its $350 million purchase of Sound United from medical device manufacturer Masimo, bringing eight premium audio brands under Samsung's expanding empire. The deal, first announced in May, transforms Samsung into arguably the most diversified audio conglomerate in consumer electronics.
The acquisition brings together some of audio's most storied names. Bowers & Wilkins, known for its high-end speakers favored by recording studios and audiophiles, now sits alongside Denon and Marantz - brands that have defined home theater and hi-fi for decades. The deal also includes Definitive Technology, Polk Audio, HEOS, Classé, and Boston Acoustics, creating a portfolio that spans from entry-level consumer gear to ultra-premium audiophile equipment.
"Sound United's impressive roster of brands is rooted in a deep passion for sound, innovation, and commitment to quality that aligns with Harman's own values," Harman's lifestyle lead Dave Rogers said in a statement. "This transaction unlocks meaningful growth opportunities for everyone. It bolsters Harman's strategy to build on its unparalleled success story and scale to unprecedented heights as an audio leader."
The move represents Samsung's long-term vision for audio dominance that began in 2016 when it purchased Harman for $8 billion. That deal brought JBL, Harman Kardon, AKG, and other brands into Samsung's fold, establishing the foundation for today's audio empire. With Sound United's addition, Samsung now controls brands that serve virtually every segment of the audio market, from budget earbuds to five-figure speakers.
Crucially, Sound United will maintain its independence as a standalone business under Harman's lifestyle division. This structure aims to preserve each brand's unique identity and loyal customer base - a critical factor given the passionate communities around brands like Bowers & Wilkins and Marantz. Many audiophile brands have struggled when absorbed into larger tech companies, but Samsung appears committed to letting these heritage names operate with autonomy.
The timing couldn't be better for Samsung's audio ambitions. The premium audio market has exploded in recent years, driven by work-from-home trends, streaming music growth, and increased consumer willingness to invest in high-quality sound equipment. Brands like Bowers & Wilkins have seen particular success in the luxury headphone segment, while Denon and Marantz remain powerhouses in home theater systems.
For Masimo, selling Sound United clears the decks for its ongoing legal battle with Apple. The medical technology company can now focus entirely on its Apple Watch patent dispute with US Customs and Border Protection, which it launched in August. That lawsuit centers on blood oxygen monitoring technology that Masimo claims Apple uses without permission.
Industry analysts view the deal as Samsung's answer to Apple's growing audio ecosystem. While Apple has built a cohesive but limited audio lineup around AirPods and HomePod, Samsung now commands brands that appeal to every type of listener - from casual consumers buying JBL speakers to serious audiophiles investing in Bowers & Wilkins monitors. This breadth gives Samsung significant leverage in retail partnerships and positions it to cross-sell across different price points and use cases.
The acquisition also strengthens Samsung's position in the smart home market. Several Sound United brands offer connected speakers and integration with popular streaming platforms, complementing Samsung's broader IoT strategy. As voice assistants and multi-room audio become standard features, having diverse brand options helps Samsung compete more effectively against Amazon's Echo ecosystem and Google's Nest devices.
Samsung's Sound United acquisition marks a defining moment in the audio industry's consolidation. By combining heritage hi-fi brands with mass-market powerhouses like JBL, Samsung has created an unmatched portfolio that serves every corner of the audio market. The real test will be whether the company can maintain each brand's distinct identity while leveraging the scale advantages that drove this $350 million bet. For consumers, this could mean better integration between premium and mainstream audio products, though audiophiles will be watching closely to ensure brands like Bowers & Wilkins don't lose their premium edge in Samsung's tech ecosystem.
