Bu: Dipin Sehdev
Harman International, the audio and connected technology giant owned by Samsung since 2016, has officially completed its acquisition of Sound United—the former consumer audio division of Masimo. With the deal closed, some of the most recognizable names in hi-fi now fall under Harman’s rapidly expanding umbrella, including Bowers & Wilkins, Denon, and Marantz.
It’s a big move that has the potential to reshape the audio landscape, though Harman insists that—for now—consumers won’t notice much of a difference. Distribution, product roadmaps, and service channels will remain in place at least through the first year. After that? We’ll have to see.
Still, this is a milestone worth unpacking. Let’s break down what Harman gains, what Samsung’s overall portfolio now looks like, and what it all means for audiophiles, home-theater enthusiasts, and the wider AV market.
Harman’s New Infinity Gauntlet of Brands
With Sound United now in the fold, Harman’s brand list reads like a “who’s who” of home audio. Here are the new additions from Sound United:
From Sound United (formerly Masimo Consumer):
-
Bowers & Wilkins – the crown jewel of British loudspeakers
-
Denon – AVR and hi-fi electronics powerhouse
-
Marantz – high-end audio with audiophile prestige
-
Polk Audio – approachable, lifestyle-friendly speakers
-
Definitive Technology – performance-oriented home theater speakers
-
Classé – high-end electronics for serious hi-fi systems
-
HEOS – multiroom audio platform and ecosystem
-
Boston Acoustics – legacy speaker brand with strong recognition
And don’t forget what Harman already owned:
Harman’s Pre-existing Portfolio:
-
JBL – consumer speakers, headphones, and pro audio gear
-
AKG – microphones and studio headphones
-
Mark Levinson – ultra-luxury hi-fi electronics
-
Arcam – British hi-fi specialists known for AVRs and amplifiers
-
Revel – high-end loudspeakers for hi-fi and home theater
Put them together, and you start to see the picture: Harman is collecting audio brands like Thanos collecting Infinity Stones. One by one, it’s snapping up iconic names that represent different tiers of the audio experience.
The Bigger Samsung Picture
It’s easy to forget that Harman itself is owned by Samsung Electronics, which makes this acquisition even more interesting. Samsung already has one of the largest footprints in consumer technology, from smartphones to displays. Now, via Harman, it controls an audio empire that touches every price point and listening environment.
Here’s the breakdown of audio brands under the Samsung umbrella via Harman:
-
JBL
-
AKG
-
Mark Levinson
-
Arcam
-
Revel
-
Bowers & Wilkins
-
Denon
-
Marantz
-
Polk Audio
-
Definitive Technology
-
Classé
-
HEOS
-
Boston Acoustics
That’s more than a dozen brands—each with its own fan base, product DNA, and market positioning.
Why Sound United?
So why did Harman want Sound United in the first place? Three reasons stand out:
-
AV Receivers (AVRs) – Denon and Marantz dominate the AVR space. Between them, they control a massive share of the enthusiast and custom-installation markets. By acquiring Sound United, Harman now owns both the mainstream (Denon) and premium (Marantz, Arcam, Mark Levinson) slices of the AVR market.
-
Hi-Fi Loudspeakers – Bowers & Wilkins is one of the most prestigious names in loudspeakers, with a European sound signature and a reputation for reference-grade performance. Combined with Revel and JBL, Harman now covers everything from entry-level to luxury.
-
Multiroom Ecosystems – HEOS provides a robust multiroom platform that could potentially integrate with or complement Harman’s own work with Roon (acquired in 2023). Together, HEOS and Roon give Harman/Samsung a unique opportunity to compete with Sonos on one end and audiophile-grade streaming on the other.
What Changes for Consumers? (Short Answer: Not Much… Yet)
Dave Rogers, President of Harman’s Lifestyle Division, has been clear: nothing major is changing right away. Sound United will continue to operate as a standalone Strategic Business Unit (SBU) inside Harman.
That means:
-
Brands like Denon and Marantz will keep making their own products.
-
Distribution channels and customer service will remain separate.
-
There are no immediate plans to consolidate sales teams or product roadmaps.
For the next year, it’s “business as usual.” If you’re in the market for a new AVR, speaker system, or hi-fi component, you won’t notice much difference on the shelf.
But one year from now? That’s when we’ll be able to judge if this merger delivers more innovation, better integration, and stronger long-term support—or if it risks brand dilution.
Lessons from Roon
There’s reason to be optimistic. When Harman acquired Roon Labs in 2023, many feared the beloved music playback and library software would lose its independence. Instead, Roon has thrived under Harman. The original team remains in place, the product continues to evolve, and Harman has even expanded Roon’s certification capabilities.
If Harman treats Sound United’s brands the same way—preserving their DNA while offering more resources—then consumers might actually benefit from the scale of the new ecosystem.
Potential Benefits
Here’s where Harman’s scale could make a positive impact:
-
Engineering Collaboration – Imagine Denon’s AVR expertise combined with JBL’s pro-audio knowledge, or Bowers & Wilkins’ loudspeaker design shared with Revel’s engineering teams. Knowledge-sharing could lead to genuine innovation.
-
Supply Chain Stability – Smaller brands like Classé or Boston Acoustics could gain stability from Samsung’s supply chain muscle, ensuring fewer stock issues and wider global distribution.
-
Ecosystem Integration – HEOS, Roon, and Harman’s existing platforms could eventually interoperate, giving users a more seamless whole-home audio experience.
-
Market Reach – Sound United’s brands gain access to Harman’s massive global presence, from automotive to retail partnerships.
Risks to Watch
Of course, not everything is guaranteed to go smoothly. The risks include:
-
Brand Overlap – With Denon, Marantz, Arcam, and Mark Levinson all making AVRs, there’s potential for internal competition.
-
Identity Dilution – Bowers & Wilkins fans may worry about losing the brand’s unique design philosophy if too much is centralized.
-
Ecosystem Confusion – HEOS and Roon are both multiroom solutions. Will they coexist peacefully, or will Harman eventually choose one platform over the other?
Category by Category
-
AVRs: Denon remains the mainstream leader; Marantz holds the premium lane; Arcam provides the British alternative; Mark Levinson stays ultra-luxury. Expect some overlap, but also differentiation.
-
Speakers: Bowers & Wilkins is positioned as the crown jewel, with Revel and JBL supporting different markets. Polk and Definitive Technology fill lifestyle and home-theater niches.
-
Multiroom: HEOS will continue to be supported, while Roon remains premium and independent. Interoperability may be explored.
-
Lifestyle Audio: JBL and AKG will continue driving headphones, Bluetooth speakers, and pro gear.
What This Means for Competitors
For companies like Sony, Yamaha, Onkyo/Pioneer, Sonos, and Bose, Harman’s expanded empire creates a formidable rival. Few others can now claim such a wide portfolio—from entry-level lifestyle gear to six-figure reference systems.
Samsung, via Harman, now controls not just displays (through its TV business) but also much of the premium audio space. This opens the door to tighter integration between Samsung TVs and Harman-owned audio gear—something to watch closely.
Conclusion: The Infinity Stones of Audio
With Sound United in the bag, Harman now controls one of the largest, most diverse audio portfolios in the industry. From Bowers & Wilkins to JBL, from Denon to Mark Levinson, the company holds an enviable collection of brands—each an Infinity Stone in its own right.
For now, consumers can relax: your favorite brands will keep making the gear you love. But as with all big acquisitions, the true test will come a year down the line. Will Harman leverage its new gauntlet of brands to snap its fingers and deliver groundbreaking new audio experiences? Or will too many cooks spoil the hi-fi broth?
If Roon’s trajectory is anything to go by, the outlook is promising. Audiophiles may end up with more innovation, more stability, and more choice—not less.
Either way, the audio industry just shifted in a big way. And we’ll be watching closely.
