German Sennheiser, one of the largest, most respected and traditional manufacturers of professional headphones and microphones in the world, sold its consumer division on Friday (07/05) for 200 million euros. The buyer is the Swiss company Sonova, a leader in hearing aids, which is trying to reach younger customers with acquisition. It is worth noting that the professional products division remains with Sennheiser.

Based in Stafa, northern Switzerland, Sonova has become known for producing devices for the elderly, who already have significant hearing loss. And it was precisely this demographic constraint that led the company to purchase Sennheiser, a renowned producer of luxury headphones – the HD600, for example, well known to hi-fi audio enthusiasts – for younger customers.

“Even if they [young people] don’t have hearing loss, most of them will gradually get it as they age,” Sonova Chief Executive Arnd Kaldowski told Reuters in an interview. “Devices like Sennheiser’s allow us to access this type of consumer more quickly.”

According to Kaldowski, the marketing and technology incorporated into the production of Sennheiser headphones will be used primarily to improve the sound quality of Sonova’s devices. Over time, however, the Swiss company plans to produce “wearables with more advanced functions,” such as smart bracelets with headphone functionality. “I don’t think it’s possible now, but I believe it will happen and it’s important,” says the CEO.

The all-cash transaction is expected to close in the second half of the year. Once sold, Sennheiser will transfer its online distribution channels and a permanent licensing agreement to Sonova. It is worth noting that Sonova has a strong presence in in Brazil.

Very traditional, the company currently competes with Apple and Samsung

Founded in 1945, weeks after the end of World War II, Sennheiser has manufactured some of the most important microphones in history. In the 2s, several rock bands, such as the Beatles and the Rolling Stones, operated the robust and versatile MD421 on stage and in the studio. Now the MD441-U, famous for its excellent bass filtering, was adopted live in the following decade by names such as David Bowie and Elton John.

In the 21st century, the German company entered the in-ear device segment and did not do badly. Last year, the Momentum TrueWireless 2, direct competitor of AirPods Pro and Galaxy buds live, was elected best in class wireless by the European Association for Imaging and Sound (Eisa). Among other things, the Sennheiser headphones offer active noise cancellation and good clarity in bass, mids and treble.

Through which channels you reach those people, classic and out of the box. Reuters