Onkyo tunes up with guitar-maker Gibson to boost overseas sales

Onkyo has announced an alliance with guitar maker Gibson, aimed at raising more cash for product development and marketing, and strengthening its overseas sales network.

The deal, which involves the issuing of new shares to US-based Gibson Guitar, will raise Onkyo Y824m (around £6.6m).

The company, which makes products from hi-fi and home cinema to computers and speaker drive units, says it will use the funds for research and development into new audio equipment, and to boost its sales promotions. In return for marketing expertise from Gibson, Onkyo will supply the guitar company's new Pro Audio Division technology resources.

As a result of the arrangement, Gibson will own 51% of Onkyo's US sales subsidiary and become Onkyo's second-largest shareholder, while Onkyo will have 1% of the outstanding shares in Gibson, with plans to strengthen the relationship further in time via further cross-shareholding.

The two also plan to work together to develop their sales operations in China and other markets isn Southeast Asia, with a Hong Kong-based joint venture to market co-branded products.

• This isn't Gibson's first involvement in the audio world: the Nashville company, which was founded in 1894 in Kalamazoo as a mandolin manufacturer, explored a merger with Tannoy's Danish parent TC Group back in 2008. Eventually, however, the deal didn't happen.

Gibson recently announced the acquisition of the Stanton Group, comprising KRK Audio, Cerwin Vega! and Stanton DJ. These companies will form the core of its Pro Audio division.

Follow whathifi.com on Twitter

Join whathifi.com on Facebook

Andrew has written about audio and video products for the past 20+ years, and been a consumer journalist for more than 30 years, starting his career on camera magazines. Andrew has contributed to titles including What Hi-Fi?, GramophoneJazzwise and Hi-Fi CriticHi-Fi News & Record Review and Hi-Fi Choice. I’ve also written for a number of non-specialist and overseas magazines.

Latest in AV
A render of a couple watching TV in a living room with green beams used to illustrate the sound coming from the soundbar and various other speakers.
Eclipsa Audio: everything you need to know about Samsung’s new Dolby Atmos rival
Sony RGB arrangement with Rewind logo
A sneak peek at Sony's next-gen TV tech, our love letter to hi-fi shops, a high-end amp tested and more
LG C5 on stand with Rewind logo
The LG C5 OLED TV tested, a world first for headphones, new hi-fi speakers and more
Pick Of The Month March 2025 5-star products on grey background
WiiM strikes again, the B&W Zeppelin Pro impresses while Technics' latest turntable earns five-stars
In For Review logo over yellow turntable system on table
In for Review: Google’s latest streamer, a Pro-Ject turntable, Cyrus' premium CD player and more
Wooden speakers in listening room with Rewind logo
Rewind: our verdict on the WiiM Ultra, ProAc D20R, Sony Bravia Projector 8 and more
Latest in News
Audiolab 6000A MkII amplifier in silver
Audiolab upgrades its five-star 6000A amplifier with a new DAC chip, enhanced circuitry and HDMI ARC
Qobuz
Qobuz reveals average payout per stream – and claims it is higher than rivals
Sonos Beam Gen 2
Quick! This five-star Sonos Dolby Atmos soundbar has dropped close to its lowest price
The Google Pixel 9a being held horizontally at waist-height so only the back is visible.
The Google Pixel 9a launches at £100 less than the iPhone 16e with a better screen
A woman flicking through stacks of vinyl records in a Rough Trade shop.
Vinyl records and music streaming both hit landmark highs – but the one growing faster in revenue may surprise you
Vertere DG X turntable in black finish
Vertere's gorgeous DG X turntable features significant updates for a more refined performance overall