Andrew's facts are right, 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, let's be honest about this, as Andrew has already said, 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
PS. I'd buy the 640A (or try and get one of the deals I have seen recently on 740A and 840A - don't take my word for it, just read other posts for comments about how serious those amps are)
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