About Bang & Olufsen:

Bang & Olufsen (B&O) is a manufacturer of high-end consumer electronics based in Denmark, producing audio equipment such as speakers and headphones as well as television sets. It was founded in 1925 by Peter Bang and Svend Olufsen, who designed a radio to work with alternating current, a product of significance at a time when most radios were still running on batteries.



The goal was, to unite the premium audio products and accessories of the BeoPlay and B&O brands under one roof. The intention is to strengthen direct-to-customer sales online by taking the eCommerce ecosystem to the next level.


Starting in 2018, B&O had a website prototype in place within 6 weeks. In February 2019, after 10 weeks, they launched the actual site, including the integrated global shop. The site is the new unified online flagship store, focusing on eCommerce and driven by storytelling rooted in the brand’s history, design, products and collaborations.

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“We wanted maximum flexibility for the future of our e-commerce strategy. With the commeretools’ headless approach we create inspiring shopping experiences for our customers. As a next step, we can flexibly integrate the physical stores of our retailers.”

Tomas Antvorskov Krag, Director, E-Commerce at Bang & Olufsen