Shaving Brand Braun Returns to Audio Industry

Procter & Gamble has signed a licensing deal with Pure to take the Braun brand into the speaker’s business.

The deal brings the Braun name back to the audio category. Braun launched the first Hi-Fi turntable system in 1956 and ceased production of audio items in 1991. The new licensing deal will see Pure developing new speakers inspired by classic Braun Audio products developed over the years.

“This year we excitingly mark the return of Braun Audio with the reinvention of one of the brand’s most iconic ranges – the LE,” says Professor Oliver Grabes, head of Braun design, Braun. “At Braun, the hallmarks of heritage, design and innovation have always been at the company’s core. The reintroduction of Braun Audio now means the brand reawakens its relationship with the audio world and the importance that sound, and particularly music, has in our lives.”

The speakers will make their debut at IFA in Berlin, Germany, Sept. 6-11).