Martin Logan in Future Shop: Is the Brand Selling Out?

Martin Logan, a brand associated with uber high-end speakers, is now selling a line of products through big box retail chain Future Shop. Is the brand selling out, or just doing what it has to do during these tough financial times?

Known for creating mammoth (and expensive!) electrostatic speakers, Martin Logan has ventured into more affordable products. Based on information supplied on the Future Shop Website, available items range from a $199.99 wireless kit/transmitter for a sub, to a $2,500 floor-standing speaker and $2,700 3 x 8" sub. In all, 10 products are listed on the Future Shop Website, all noted to have become available this past Saturday.

We're obviously dealing with a tough economic situation, resulting in brands branching out and selling through channels they might not typically have considered when the dollars were flowing. Think of commercial A/V products being sold through residential A/V dealers; Wal-Mart selling coffins in the U.S.; or even high-end fashion brands selling through "discount" designer stores. It's a sign of the times. Still, for audio purists, seeing the Martin Logan name next to a pair of no-name speakers, or brand names known more for targeting every day consumers, or even mid-market audio lovers (but certainly not ultra, propellor-head high-end audiophiles!) might be like a knife through the heart.
Aside from economic woes, the speaker industry is also experiencing some hefty competition as tons of brands enter the marketplace. Not to mention that with all the talk of high-definition, 3D, and Blu-ray, consumers have been so fixated on the idea of good video that audio has often times fallen by the wayside.

There's really nothing wrong with diversifying a portfolio to appeal to a wider group of customers. High-end car makers buy up more affordable manufacturers so they can tailor to both crowds. You'll often find fine dining restaurants and family-friendly spots owned by the same parent companies. So it's nothing new in business. But sometimes such a move, especially when one is using the same brand name, can affect consumers' perception of that brand. Imagine if you walked into your local used car dealer and saw a Murcielago parked with a for sale sticker on the window! Or walked into McDonald's and saw foie gras on the menu!

Clearly there are valid reasons behind the decision to put Martin Logan in Future Shop. Is the move forgiveable in this cut-throat industry, or would you rather see Martin Logan nowhere (if this were the only alternative) than in Future Shop?