To increase the worldwide brand awareness and attract new customers to the
Group, Bang & Olufsen will develop a new category of products and expand the
distribution through complementary sales channels. 

The products under the new category will be marketed through existing Bang &
Olufsen retailers as well as complementary channels, which will showcase the
products to a wide and relevant audience. The new product category is expected
to be an important business driver as it is intended to increase Bang &
Olufsen's worldwide brand awareness and generate new customer leads to the
existing Bang & Olufsen distribution that offers the complete product portfolio
and service concept. 

The new category is expected to consist of stand-alone, single-room,
easy-to-install products and take advantage of Bang & Olufsen's core
competences within design, sound, connectivity and user friendliness - applying
Bang & Olufsen's approach to quality. 

Further details about the implementation of the new product category will be
provided in connection with the strategy presentation following the full-year
presentation in August 2011. 

The development of the new product category and the expansion of the
distribution do not affect Bang & Olufsen's expectations to the current
financial year. 



Tue Mantoni
President & CEO


         Applications to this announcement to be made to:
         Director, Corporate Communications Tommy Jakobsen, tel: +45 9684 5100.