Yesterday in the blog, I noted that Martin Logan audio products are now available at Future Shop. Today, I talked with Daniel Jacques, President of Quebec-based Plurison, the Canadian distributor for Martin Logan products, to find out the reasons behind the decision.

Although he's currently traveling in Europe, Jacques was able to provide some insight on the hotly-debated move of taking a brand known for uber high-end product into a big box retailer. The decision, he says, was made in an effort to generate the necessary sales following Martin Logan's recent introduction of a new, more affordable series of products. These, he notes, range from bookshelf speakers that run for US$400-$600 per pair (MSRP), to floor-standing speakers that sell for US$1,000-$1,400; all featuring the company's signature Advanced Thin Film Technology.

"The additional distribution," he says, "will help generate the volume of sales required to make these products viable and a success."

While long known as an audiophile brand, Jacques says that Martin Logan is looking to add visibility of its name and, in turn, to broaden its customer base. "This can only help all dealers," he says, adding that price parity between Future Shop and the independent dealers will be maintained, thus minimizing friction between the two.

"I absolutely understand the concerns of our independent Martin Logan dealer network," he continues. However, Jacques notes that the independents are displaying more Martin Logan products, and have many years of experience selling them, which will give them an obvious edge.

"Martin Logan and Plurison are committed to supporting the Canadian Martin Logan Reserve dealer program using various initiatives, including a more active and creative effort to showcase the Martin Logan Reserve dealers on the Martin Logan Website." (Martin Logan's Reserve series electrostatic speakers start at US$8,000 a pair and go all the way up to US$25,000/pr. for the 25th Anniversary model.)

Is the audiophile market dwindling, forcing "high-end" brands to widen their nets? Or is the speaker market as a whole just getting more competitive and oversaturated, resulting in a need to spread the eggs out across every customer segment rather than throw them all in one basket?

"The decision makes sense," says Jacques. So while you won't see a pair of gargantuan, $20,000 Martin Logan electrostatic speakers at your local Future Shop, expect to see the name appear there across a selection of more affordable fare. The industry is changing, indeed.

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