method man:its not really a conspiracy theory though is it.LOL.
The facts are plain to see. theres no theory.
Indeed:
Cambridge Audio CEO:
Audio Partnership owns and controls the Cambridge Audio brand and
Richer Sounds is a completely separate business that has exclusive
distribution rights to sell Cambridge in the UK. Overseas we also have
50+ distributors who now make up the majority of our business so we
are far from being an "own brand" or "Richer brand" that some
occasionally call us. Maybe this could have been argued the case
10 years ago, but not now!
AP has complete freedom to manage its business and develop
products as it wishes, but of course we listen to our customers,
including Richer Sounds, to help us decide the best products to make
for their/our customers. Richer were keen on Dacmagic as they could see
the potential in this, and many other countries agreed too, but when it
came to our 840 range, this was developed specifically with major
overseas markets in mind where the potential and hunger for bigger
products is large.
Mordaunt-Short Ltd is a stand-alone business owned 50% by myself,
but also enjoying Audio Partnership resources and is again sold all
over the world and in Europe through Marantz who are our distribution
partner. We work well with Marantz and they in turn with their many UK
customers who include Richer Sounds.
Like pretty much every hi-fi/AV store in the UK Richer do
incentivise their colleagues, but I should stress that much more can be
earned on a sale by delivering great customer satisfaction, something
Richer measure very well and in fact very fanatically. They do
genuinely care about the customer at a high level in the business and
this filters down. Having seen how this works I genuinely believe this
does ensure that customers are not misled and sold the wrong product.
They really do work hard at this and jump on any occasional instances
that arise.
Also,... pretty much every hi-fi/AV store in the UK offers some kind
of commission to their sales team/s, those that maybe didn't have now
in the large part gone out of business because they couldn't survive
without doing this to motivate their people. And pretty much every
retailer and salesperson have their favourite products that they regularly
and enthusiastically recommended.
That said, whilst Cambridge and Mordaunt-Short do both regularly
come highly recommended at Richer they are far from the only brands
they recommend, testified by the vast quantities of Marantz, Onkyo,
NAD, Harman Kardon, Wharfedale, Tannoy, Kef etc., etc. that they sell.
They also make money from selling them too (and their buyers regularly
ask me why they can make as much from other brands - the answer is of
course in their low Cambridge retail prices).
Of course, like any brand, it's my job to motivate Richer Sounds
sales colleagues to promote my brand and we put a lot of effort into
this of course in the form of training etc., helped by the reviews and
awards we get in the magazines and online. Yes, Cambridge Audio
products are exclusive to Richer Sounds in the UK and both we and they
are proud of this. Richer are proud to recommend Cambridge because it's
genuinely good value product that delivers high levels of value to
their customers. We at Cambridge are proud to sell it through them as
we are able to train their people up on the merits of the product and
with their direct route to market they are also able to sell at highly
competitive prices. The result here is a genuine win-win for the
customer.
At the end of the day, people's music choice and the hi-fi
components they feel give them the most enjoyable experience from their
favourite music are a personal thing and that's why
listening/auditioning is so important. Reviews are one thing but your
own ears and tastes are another! Richer Sounds have over the last 2
years installed around 20 demo rooms to up their game on this and I
encourage you to use them!
James Johnson-Flint CEO, Audio Partnership Plc / Cambridge Audio Ltd / Mordaunt Short Ltd
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