Sign inSonova back to big-box USA with bespoke hearing aid for Costco
Sonova will be back in some Costco stores from Monday November 3, reports suggest. Shares in the Switzerland based group rose when word went around, fuelled by a Costco memo leaked to Hearing Tracker, and Reuters agency reporting a source, that a new deal is bringing the maker of hearing aid brands such as Phonak, Unitron, Hansaton and Sennheiser back to the well-known warehouses.
It is the latter brand, Sennheiser, that will feature on Costco shelves, according to the intelligence. The devices mentioned are the Sonite R, apparently a hearing aid specifically designed for the retailer. According to Reuters’ source, these models will initially be available for a trial period – a usual requirement in deals with Costco – in 107 locations in the United States. If successful, the roll-out will be expanded.
Relanding Costco would be nice business for Sonova
Analysts at J.P. Morgan called the move “a positive surprise”, Sonova management having supposedly downplayed the possibility of a return any time soon to Costco. The manufacturer’s products disappeared at the end of 2022 after a ten-year period selling under Costco’s own brand Kirkland Signature. This new deal, which will see Sonova competing in the big-box stores with devices from Demant and GN, rather than being a sole supplier, is not anticipated to be as lucrative.
Costco means plenty of footfall for any supplier, being the biggest commercial distributor of hearing aids in the USA, with over 750 hearing aid centres.
What is Sonite R?
© Sennheiser
According to the Sennheiser website, Sennheiser Sonite R is “a revolutionary hearing aid […] created for people with mild to profound hearing losses”. It has Bluetooth connectivity, and is a rechargeable RIC aid based on technology from the earlier Paradise platform. A Sonite R pair, dispensed by qualified hearing care professionals at Costco, will cost $1,600. Colours come in Silver/black, Graphite/black, and Sandalwood/black. For full information on the Sonite R site click here.
Sources: Reuters/Hearing Tracker