Upscale Distribution, a distributor of high-end, high-fidelity audio components that originated in association with Southern California retailer Upscale Audio, has announced that it is rebranding as Harmonia Distribution. The new brand is not just a new name, but rather a reflection of a changed mission and new, more independent direction for the company.
As part of this new business model, the company has named a new president who will guide the Harmonia Distribution down this new path.
Learn more about Upscale Distribution becoming the independent Harmonia Distribution
According to the announcement from the company, this rebranding “reflects a complete restructuring of the organization,” which it says will result in moving it “further away from the parent company’s retail operations.” Clearly signaling a declaration of independence of sorts, the announcement seems to signal the fact that a name change alone will not be enough…more changes are necessary.
To take the reins and drive this reconstituted distributor in a more independent direction, the company announced the appointment of David Schultz as President of the all-new Harmonia Distribution. Schultz, the company says, is a 23-year veteran of the high-end audio community.
I’m here to help dealers grow their business. I’m always thinking creatively about how brands and dealers can build the most synergistic relationships.
David Schultz, Harmonia Distribution President
Schultz is also said to be well-known for his dealer-centric approach and has a “proven winning track record at Transparent Cable, REL Acoustics, and most recently T+A Elektroakustik.”
In its new version, Harmonia Distribution is the North American distributor of PrimaLuna, Cabasse, and Feliks Audio. It is also the U.S. distributor of Pathos Acoustics and Sbooster.
While Harmonia remains a subsidiary of parent company Upscale Audio, Inc., the owner strongly asserts that President David Schultz “will run the distribution business completely independent of the retail side.” Dealers should expect improved contact and a whole new approach to running its business.
Harmonia, the company says, is the name of the Greek goddess of harmony and concord. This name was chosen for the rebranding in order to project “a spirit of positive cooperation” in which “the health of the dealers’ businesses always comes first” and where “all dealers are treated equitably.”
Harmonia is gearing up for some strong marketing initiatives, such as a website-based dealer locator for each of the brands it distributes. They will also be launching a YouTube channel offering information on distributed products with what the company says will be “a strong push for viewers to seek their local hi-fi store.
Learn more about Harmonia Distribution by visiting harmoniadistribution.com.
Hmmm, ask yourself why do people/businesses rebrand?
It’s never a good reason.
I love that you have a positive outlook on it. (I’m someoen at the company reached out to you to write this article) But ask yourself why would they want to look like they are further removed from their brick and mortar retail store?
How many dealers do they have in Southern California? I’m sure now they are signing up more to cover up what they have been doing. But I don’t think someones business practices and moral compass changes because they have been fired from a brand they fiercely loved.
I’m sure it will all be Fyne. As long as people are kept in the dark from the truth of this company and the tyrant’s that run it.
I mean it’s not because they want to compete with their retailers or anything and make it less obvious.
Its def not because half of their senior management have all recently walked away from the company. It’s def not that.
Lol Shultz is a reactionary hire because they have lost so many employees. They are double dipping and competing against their own retailers. Period.
These are cute notes that originated from a former employee. One after another, within minutes. You had a bit of hubris when you wrote this in December, eh? How is it now without me to do your heavy lifting? I heard your speaker brand is really not doing well. I will say that the lot of you are meant for each other. Fake factories, cloak and dagger, and worst of all, bad motives.
I don’t work that way. I’ve run this as an honest business who’s #1 goal is the customer. And it works better now than ever. I don’t have to ever hide my identity behind a fake name.