What just happened? Samsung and its subsidiary, Harman International, have just signed a $350 million all-cash deal to acquire the consumer audio business of Masimo Corporation, bringing several of the industry's most iconic audio brands under their umbrella. This includes Bowers & Wilkins, Denon, Marantz, Polk Audio, and Definitive Technology. The acquisition is expected to close by the end of the year, pending regulatory approval.
This move supercharges Samsung's ambitions in the premium audio space. Harman already owns a stable of respected audio brands, including JBL, Harman Kardon, AKG, Arcam, Mark Levinson, and Revel – all thanks to Samsung's $8 billion acquisition of the company back in 2016.
By adding Masimo's high-end audio assets, Samsung is further strengthening its position in the global consumer audio market, which it projects will balloon to $70 billion by 2029.
Dave Rogers, President of Harman's Lifestyle Division, called the acquisition a "strategic step forward" and emphasized the expansion into core product categories like headphones, home audio, car audio, and hi-fi components.
He added that acquiring brands like Bowers & Wilkins not only enhances Samsung's product portfolio but also strengthens its reach across both luxury and mainstream audio segments.
For context, Bowers & Wilkins was founded in England in 1966 and is revered among audiophiles for its high-design, high-performance speakers like the Nautilus. Meanwhile, Denon, with a 115-year legacy, is renowned for AV receivers and sound systems. Then there's Marantz, which is a fan favorite for premium amplifiers and network players.
Of course, Samsung isn't just stockpiling luxury names and is also going to put them to work. The company expects to integrate technologies from these brands into its own ecosystem, boosting audio performance in Samsung smartphones, TVs, soundbars, and even wireless earbuds.
The acquisition also brings expanded potential for its SmartThings platform, which will allow broader compatibility across connected devices.
Masimo, for its part, is shifting focus. CEO Katie Szyman said the sale allows the company to concentrate on its core medical technology business, particularly in areas of unmet clinical need. This move follows a high-profile legal battle with Apple over pulse oximetry technology in the Apple Watch, which Masimo ultimately lost last year.