Generation S fronts Sennheiser's headphone sales

Sennheiser Asia has appointed Generation S as its distributor for the Thai market. It expects the firm to gain about 30 per cent of the headphones market by 2015.

Ng Chee Soon, president of Sennheiser Asia, said his company now offered than 200 headphone models.

"Thailand has strong local demand, a growing economy and a growing young generation, so sustainable growth is possible," Ng said. "Thailand is a big market for us. We invest much and work closely with our partner to create opportunities in the market. We also see potential in the corporate market, especially in call centres and office communication. We aim to achieve 30 per cent market share by 2015."

To support its business goal, the firm will build concept corners and concept stores. It has already set up shop in Bangkok.

Sarasak Vongchinsrisakul, managing director of Generation S, said it would distribute Sennheiser headphones via 70 consumer-electronics retail outlets, 80 per cent of which are in Bangkok. By the end of the year it expects to increase this to about 120 retail outlets and generate revenue amounting to about 10 per cent of the total market value of Bt300 million.

"Our partnership will help us to spread our products to new audiences, as we have products covering every category and segment. Thailand has a lot of room for our products such as high-end and specialised headphones," Sarasak said.