Last year I IFA trade show in Berlin, Daniel Sennheiser of German firm Sennheiser is having his say., about the bass-heavy company's meteoric rise to prominence -- a fashion-focused bombardment that left traditional audio companies struggling to keep pace. This year, at the
Sennheiser is one of the many manufacturers caught off guard by the popularity of Beats' celebrity-endorsed fashion 'phones. I wanted to know how the company was coping with the competition, and the challenges of selling headphones in a post-Beats world.
'Beats has taken away a sizeable chunk'
My first question for Daniel, CEO of the family-owned-and-run business, is whether Dr Dre and his celebrity cohorts have stolen sales from Sennheiser.
"Yeah, we have seen in certain markets that Beats has taken away a sizeable chunk," Daniel admits, going on to describe that the particular market affected is the "premium fashion-driven headphones. And they've done that very successfully."