Sennheiser Consumer Electronics Opens in Singapore



    SINGAPORE, Sept. 25 /CNW/ - Sennheiser electronic, one of the world's
leading manufacturers of microphones, headphones and RF wireless systems,
today opened the Singapore branch of its new subsidiary, Sennheiser Consumer
Electronics GmbH. The occasion was attended by several high-level delegates
including the German ambassador to Singapore, Mr Folkmar Stoecker, and Ms
Linda Sein, Executive Director of Infocommunications and Media, Singapore
Economic Development Board.
    "With Sennheiser Consumer Electronics GmbH, we have laid the foundations
for future growth in our headphone business", explained Volker Bartels,
President Global Manufacturing and Logistics and Speaker of the Sennheiser
Executive Team. "The consumer electronics world is very fast-moving.
Identifying future trends early on and rapidly translating them into
outstanding headphone solutions is a must. Sennheiser Consumer Electronics
will allow us to tackle product management, purchasing, production and supply
chain management in a more targeted way and with shorter reaction times."
    Describing the Singapore launch as an important milestone in the history
of Sennheiser, Managing Director Stijn Jans said, "Sennheiser Consumer
Electronics is presented with the opportunity to become a key player in the
consumer electronics market - and we are ready to take up the challenge. Last
year, headphones accounted for approximately a quarter of Sennheiser's total
turnover of 356 million euros (S$750 million), and we intend to increase our
sales further."

    Two Centres of Excellence

    A German company and a hundred percent subsidiary of the parent
organisation, Sennheiser Consumer Electronics GmbH is split between two
branches, Singapore and Ireland. Singapore is home to product marketing,
project management, high-volume consumer headphone development and purchasing.
    Managing Director Stijn Jans said, "Trends in consumer electronics in
general and lifestyle in particular are increasingly originating from Asia. In
Singapore we're at the heart of the Asian consumer industry, in an exciting
city which offers the perfect blend of Western and Asian cultures, and close
at hand when new trends emerge. Being based in that very region will
facilitate our understanding of how to serve this market. Singapore is already
a regional hub for a wide array of multinational corporations focusing on
consumer electronics, and the large number of universities here ensures a very
healthy climate for research and development."
    "The EDB welcomes the setting up of Sennheiser Consumer Electronics
office in Singapore. This is the company's first foray in Asia for product
development and we are excited that Sennheiser Consumer Electronics will be
innovating next-generation products from Singapore. Singapore is a global city
and microcosm of Asia. It is a vibrant hub to gain deep consumer insights and
discern fast changing lifestyle trends. Our technological capabilities and
cosmopolitan talent pool can translate ideas quickly into winning products for
the Asian market and beyond", said Mr Ko Kheng Hwa, Managing Director,
Singapore Economic Development Board.
    Presently, a staff of 23 is working in the Singapore office. A number of
highly experienced employees have transferred from the German head office to
Singapore, and 16 local professionals have been recently recruited. The
Singapore branch is now fully operational. "With regard to our manpower, this
is of course a start up situation. We expect this business to grow
significantly, precise numbers however highly depend on the growth rate and
the success of the business," explained Stijn Jans.
    Founded in 1990, the Irish branch in Tullamore employs a staff of over
160, headed up by Managing Director Peter Callan. This is where transducer
manufacturing, assembly of Sennheiser's high-performance headphones and
worldwide fulfilment is based. Peter Callan remarked, "In Ireland we're
developing our capacity for making high-performance headphone transducers, and
so strengthening our core competency. I believe we have the world's most
modern production lines for headphones and a highly skilled workforce. Our
close ties to acoustic development in Germany underpin our continued growth as
a Centre of Excellence in acoustic transducer technology and production.
Furthermore, high-performance fulfilment is increasingly a source of
differentiation and competitive advantage in the consumer electronics
business. Together with our colleagues in Singapore, we will be developing
global supply chain and fulfilment solutions to support the growth of our
consumer electronics customers. There is another emphasis in the form of
customer satisfaction - providing a service that is as outstanding as our
products."

    Expertise in Headphones

    Founded in 1945 by Prof. Dr. Fritz Sennheiser, Sennheiser electronic has
been synonymous with high-end quality products and tailor-made complete
solutions for every aspect of the recording, transmission and reproduction of
sound for more than 60 years. The company started manufacturing earphones and
headphone capsules in the early 1950s, and is renowned for its groundbreaking
invention of the open headphone in 1968. In the 1970s, Sennheiser spearheaded
the development of cordless infra-red headphones. In the 1990s, the company
focused on innovative head-based surround sound systems and the Orpheus
electrostatic headphones with valve amplifier, unanimously praised as the best
headphones in the world.
    The new millennium is the age of mobile solutions, "and Sennheiser
delivers optimum sound quality in very compact designs," explains Stijn Jans.
"Our developers and trend scouts are already working on new, exciting
headphone solutions with that something extra in terms of design and function
- and the legendary Sennheiser sound of course."

    Notes to the Editor

    The Sennheiser Group is one of the world's leading manufacturers of
microphones, headphones and wireless transmission systems. A family firm
established in 1945 and based in Wedemark near Hanover, the company recorded
sales of over 356 million euros in 2006, 82% of which was generated abroad.
Sennheiser employs over 1,800 people worldwide, around 55% of whom are in
Germany. The Group has manufacturing plants in Germany, Ireland and the USA
and is represented worldwide by subsidiaries in France, the UK, Belgium, the
Netherlands, Denmark (Nordic), Russia, Hong Kong, India, Singapore, Canada,
Mexico and the USA, as well as through trading partners in other countries.
Also part of the Sennheiser Group are Georg Neumann GmbH, Berlin (studio
microphones), K + H Vertriebs- und Entwicklungsgesellschaft mbH (Klein +
Hummel studio monitors, installed sound) and the joint venture Sennheiser
Communications A/S (headsets for PCs, offices and call centres).





For further information:

For further information: You can find the latest information on
Sennheiser by visiting http://www.sennheiser.com or by contacting: Sennheiser
electronic GmbH & Co. KG, Press Office - Edelgard Marquardt, Am Labor 1 -
30900 Wedemark, Tel: +49-5130-600-329, Fax: +49-5130-600-295, E-mail:
marquare@sennheiser.com; Hill & Knowlton (SEA) Pte Ltd, Melanie Shum,
Consultant, Tel: +65-6390-3329, Fax: +65-6339-2738, E-mail:
mshum@hillandknowlton.com.sg

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Sennheiser electronic GmbH & Co. KG

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