Bang & Olufsen's Class Act Gets Classier

Will going further upscale boost the electronics maker?

It looks like a fashion boutique, all chrome, mirrors, and spotlights. But the striking shop in the Brussels suburb of Asse doesn't display clothes. It features Bang & Olufsen stereos and television sets--top-of-the-line components aimed at audiophiles and video buffs, with prices to match. The Danish company is deliberately striving for high style. "I learn much more window-shopping at Louis Vuitton in Paris than by looking at consumer electronics outlets," says Ole Bek, Bang & Olufsen's international distribution director.

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