Richer Sounds and the impact (if any) on brand credibility / image

[Neil McCauley]

Does a brand, audiophile or otherwise, automatically lose brand credibility if it is stocked and represented by Richer Sounds and if so, why? Or put differently, if brand 'A' was initially on your short list, and then you discovered it was stocked by Richer Sounds, would you delete that brand from your short list and if so, why? Thank you.

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[Mike]

Hmmm... No. (assuming said brand is what I'm looking for).

[Marco]

Interesting one, Howard. What prompted this?

No, I don't think so. Obviously if a respected and established hi-end manufacturer started selling their gear through Richer Sounds then it probably would lose "credibility" in the eyes of audiophiles, and it certainly wouldn't be the right way to sell that type of equipment, but with mainstream stuff, no.

Although I don't buy anything from Richer Sounds I think they fulfil an important role in the hi-fi industry because they get people into 'real' hi-fi instead of non-descript plastic crap like the midi systems and suchlike sold in places like Dixons or your average supermarket these days. I'm sure many people here have bought entry-level gear from Richer Sounds and then gone on to use more hi-end equipment. I'd rather people bought hi-fi equipment from Richer Sounds than Asda or Tesco!

Although some don't like their heavy discounting, I think Richer Sounds help keep the industry and people's interest in hi-fi alive. For anyone after a decent new budget system that's the first place I would recommend them to go. They stock some decent stuff these days, particularly the Cambridge Audio range of equipment which I think is quite excellent for the money, and the staff in general are knowledgeable (about what they sell), friendly, and helpful.

What's your view?

Marco.

[Neil McCauley]

Thanks Marco. I am in full agreement with what you say.

As to what prompted this, well a few weeks ago I needed to buy some speaker stands and I went to my local Sevenoaks. Very polite, competent and efficient. I bought from them. The store was on a high street, mid week – and empty. A few days later I wandered into the Richer Sounds in New Oxford Street in London – on a Sunday.

The street was very far from busy. But the Richer store was packed. People were handing over money. Moreover the harassed staff still looked happy and the sort of po-faced customers you might see in Linn / Naim specialists and similar places were totally absent. It looked like fun! The contrast was striking, and is lingering on.

As for me, well I'm finding it very difficult to look at this as a ‘civilian’ – by which I mean it cannot properly disassociate my in-the-trade perspective. My best guess is that no, I wouldn’t be put off the brand if it were at Richer Sounds.

Incidentally, given the curious perspective of me working as a retail marketing consultant for a number of audiophile brands (none of which I stock, thus avoiding a conflict of interests) I truly believe that the promotion of the Cambridge brand by Richer Sounds, and the apparent high value of the equipment, is one of the shrewdest and most well executed marketing strategies I’ve seen in many years. And I congratulate them!

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[Filterlab]

In my opinion Richer Sounds have done nothing but good for the hi-fi industry by offering very good prices on budget hi-fi, getting separates into the high street and I'm sure they've started many folk on the audiophile road. They're also under no illusion about what they sell - budget components at low prices.

My first new hi-fi component purchases were made in Richer Sounds in the early nineties when I finally had enough money not to have to buy second hand. I went down a familiar route; Sony CD player, Kenwood amp and Mission speakers - a 'get me started' system which I got for a couple of hundred notes including a proper interconnect and some speaker cable (you've guessed it - QED 79 strand). This system got me into a hobby that remains at the top of my hobby tree today and it's all because RS was a way I could afford 'proper' hi-fi at the time, I got very decent sound quality for not much moolah and I resultantly discovered that component swapping was half the fun.

I still have my little Mission speakers that I bought years ago (they're the rear channels of my cinema system), my Marantz decoder was also purchased from Richer Sounds eight years ago even though at £1,500 it wasn't quite a budget component and the most recent item I got from them was my Panasonic 50" plasma - they were £400 cheaper than the next nearest price!

Do Richer Sounds reduce credibility of the brands they sell? No. Marantz are still well regarded as are Sony as are Mission as are Kef etc etc. As RS only sell the budget end, the top end (and the audiophile's opinion of such) is unaffected by their existence in my opinion. Most of the audiophiles in my age bracket will have bought their early hi-fi there and a lot will have no doubt climbed the ladder so to speak. For some of course, RS is as high end as need be, and therefore a great place to buy.

[Filterlab]

Damn fine question by the way.

[Neil McCauley]

In my opinion Richer Sounds have done nothing but good for the hi-fi industry by offering very good prices on budget hi-fi, getting separates into the high street and I'm sure they've started many folk on the audiophile road. They're also under no illusion about what they sell - budget components at low prices.

Do Richer Sounds reduce credibility of the brands they sell? No. Marantz are still well regarded as are Sony as are Mission as are Kef etc etc. As RS only sell the budget end, the top end (and the audiophile's opinion of such) is unaffected by their existence in my opinion. Most of the audiophiles in my age bracket will have bought their early hi-fi there and a lot will have no doubt climbed the ladder so to speak. For some of course, RS is as high end as need be, and therefore a great place to buy.

Excellent!

[Togil]

Last weekend the Financial Times did a short piece on the Mordaunt Short Performance speaker , I noticed I'd have to go to our local Richer Sounds for that which is exactly opposite our trusted Absolute Sounds dealer which is quite funny, it doesn't look as if they could provide a decent audition but I may be wrong - I'm going to give it a try !!

[Marco]

Howard,

As to what prompted this, well a few weeks ago I needed to buy some speaker stands and I went to my local Sevenoaks.

Wouldn't it have been cheaper for you to buy at trade price direct from the manufacturer? If not, that tells its own story!

The store was on a high street, mid week – and empty. A few days later I wandered into the Richer Sounds in New Oxford Street in London – on a Sunday.

The street was very far from busy. But the Richer store was packed. People were handing over money. Moreover the harassed staff still looked happy and the sort of po-faced customers you might see in Linn / Naim specialists and similar places were totally absent. It looked like fun! The contrast was striking, and is lingering on.

An excellent point, especially the "fun" part. I think that's half the problem for people with buying 'specialist' equipment from most dealers (not you). There is rarely any 'fun factor' in evidence during the buying process of what is after all supposed to be a fun purchase...

One is so often, on entry of a 'hi-end' hi-fi shop, greeted by salesman/dealer who looks as though he's chewing a wasp and gives the distinct impression you've disturbed him from doing something far more important than serving you. When he (grudgingly) comes over to talk if the sneering, condescending, attitude doesn't put you off (usually in evidence if you're not spending in excess of £10k TODAY) then his dog breath and 'fragrant' armpits will have you heading for the door sooner rather than later. I am of course being somewhat facetious, but this scenario is more common than you might think!

This is the complete opposite in my experience of the atmosphere and 'vibe' inside a Richer Sounds premises, where one is met by smiley sales people who obviously enjoy their job and are suitably ‘incentivised’ - and they appear to familiarise themselves with soap and water regularly, too. There's no doubt that Julian Richer is an entrepreneur par excellence.

For me, the hi-fi scene is about knowing exactly who your target market are and having the confidence to stick with it rigidly, how to reach them, how to empathise with their buying requirements, how to then select and stock the gear, and then how to try and make a profit from it all!

Seems simple enough, eh?

And Richer Sounds do it better than most.

Marco.

[Neil McCauley]

Howard,



Wouldn't it have been cheaper for you to buy at trade price direct from the manufacturer? If not, that tells its own story!

Interesting point. Marco The rationale was this. First, I cost out my time at £n per hour. To have set up a trade account, then agreed to purchase 'y' pairs per months, and then consider the situation would take 'z' hours x £n = £zn

Against this, in this specific instance, going to Sevenoaks cost me 0.25 x £zn. The margin I would have made, had I gone for the trade purchase route was about 20% x (0.25 x £zn) i.e I couldn't be arsed.

And there was the added benefit of checking out a different type of retailer.

Best

H

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