Sonos confirms tariffs will increase its prices this year

Aug 07, 2025 06:42 AM - 6 months ago 254795

Richard Lawler

is a elder editor pursuing news crossed tech, culture, policy, and entertainment. He joined The Verge successful 2021 aft respective years covering news astatine Engadget.

Tom Conrad took complete arsenic CEO of Sonos successful January arsenic it continues to recover from past year’s disastrous mobile app update, and now the institution has issued its first quarterly net report aft he dropped the interim tag from his title. Beyond the numbers, pinch $344.8 cardinal successful gross and a nett nonaccomplishment of $3.4 million, Conrad acknowledged the effect that President Trump’s tariffs will person connected its business, saying that “it has go clear that we’ll request to raise prices connected definite products later this year,” arsenic reported earlier by Bloomberg.

Conrad didn’t spell into item connected the value changes and said that Sonos is moving pinch its partners to stock the other costs, arsenic astir each of its products for the US are made successful Vietnam and Malaysia, which are some facing higher tariff rates soon.

Conrad:

With respect to our operations, for illustration galore companies, the astir important near-term situation has been the uncertain tariff environment. As a reminder short of a fewer accessories, and our passive speaker business pinch Sonance (I deliberation this is what he said?) we do each of our us-bound manufacturing successful Vietnam and Malaysia.

We talked past 4th astir the contingency readying we underwent to minimize the effects of terrorists connected our business, while besides doing what we tin to limit the downstream effect to our customers. Last week’s news, the tariff rates we were taxable to going forward, appeared to beryllium 20 percent for Vietnam and 19 percent for Malaysia.

We proceed to activity intimately pinch our statement manufacturers and our Channel Partners to stock tariff costs, though it has go clear that we’ll request to raise prices connected definite products later this year. As these pricing changes land, we’ll show user behaviour intimately arsenic good arsenic competitory Trends crossed our categories and will make adjustments successful collaboration pinch our Channel Partners, erstwhile and if necessary, to guarantee we’re exploring each opportunity to optimize our respective apical and bottommost lines.

In consequence to 1 of the analyst’s questions, Conrad said, “I deliberation the champion measurement to deliberation astir what we’re trying to do present strategically is to trade a pricing scheme that supports our extremity of optimizing maturation profit dollars.” As a result, the executive said that the value changes could alteration crossed different products, depending connected the marketplace and pinch an oculus towards what competitors are doing. He pointed to immoderate package updates Sonos has released lately, for illustration multiuser TV audio switch and TrueCinema audio adjustments for its Ace headphones, and a caller AI reside enhancement for the Arc Ultra.

Follow topics and authors from this communicative to spot much for illustration this successful your personalized homepage provender and to person email updates.