Samsung subsidiary Harman just wrapped up its $350 million acquisition of Sound United, and if you’re into audio gear, this affects brands you probably recognize. The deal brings Bowers & Wilkins, Denon, Marantz, Definitive Technology, Polk Audio, HEOS, Classé, and Boston Acoustics under the same corporate roof as JBL and Harman Kardon.

This was first announced back in May, but now it’s officially done. Samsung’s audio portfolio has grown substantially since they bought Harman for $8 billion in 2016.

Sound United was previously owned by Masimo, the medical device company that’s been battling Apple over Apple Watch features.

What This Means for Your Favorite Audio Brands

Don’t worry about your beloved Bowers & Wilkins speakers suddenly becoming budget Samsung products. Sound United will operate as a standalone business under Harman’s lifestyle division specifically to preserve each brand’s identity and customer base.

That’s smart business – these audio brands built their reputations over decades, and loyal customers chose them for specific reasons. Messing with successful formulas rarely works out well.

The expanded Harman portfolio now includes:

• Premium brands: Bowers & Wilkins, Marantz, Classé
• Popular consumer brands: JBL, Harman Kardon, Polk Audio
• Professional/enthusiast brands: Denon, Definitive Technology
• Connected audio: HEOS platform
• Heritage brands: Boston Acoustics

Strategy Behind the Purchase

Dave Rogers from Harman’s lifestyle division explained that Sound United’s brands share “a deep passion for sound, innovation, and commitment to quality that aligns with Harman’s own values.” Corporate speak aside, this gives Samsung serious reach across different price points and customer segments.

Think about it – they now own everything from budget JBL earbuds to high-end Bowers & Wilkins speakers that cost more than most people’s cars. That’s comprehensive market coverage.

The acquisition also strengthens Samsung’s position against competitors like Sony, Apple, and other tech giants pushing into audio hardware.

What Happens Next

For Masimo, selling Sound United lets them focus entirely on their Apple Watch lawsuit against US Customs and Border Protection, which they launched in August. That legal battle involves patent disputes over health monitoring features.

For consumers, the immediate impact should be minimal. Your Denon receiver won’t suddenly start playing Samsung startup sounds, and Bowers & Wilkins won’t redesign their speakers to look like Galaxy phones.

The longer-term possibilities include better integration between these audio brands and Samsung’s broader ecosystem of TVs, phones, and smart home devices. Whether that’s good or bad depends on your perspective about brand independence versus ecosystem convenience.

This acquisition shows how consolidated the audio industry has become, with major tech companies gobbling up established brands to build comprehensive portfolios rather than starting from scratch.