How Bang & Olufsen Rebuilt Ecommerce for a 100-Year Brand
Honest Ecommerce · with Julia von Wurmb · August 24, 2026 · 40 min
Summary
To remain relevant in modern retail, even century-old luxury brands like Bang & Olufsen must embrace digital transformation. This episode reveals how the iconic audio brand rebuilt its e-commerce experience from a scattered collection of sites into a unified, immersive, and revenue-driving digital flagship, balancing online sales with its traditional retail network and rich brand heritage.
Key takeaways
Prioritize a unified digital experience: Consolidate disparate online touchpoints into a single, cohesive brand platform to eliminate dilution and improve customer journey.
Lead with customer experience: Design your e-commerce site to serve as both an efficient sales channel and a crucial consideration touchpoint, especially for new customers (e.g., 68% of B&O new clients first interact online).
Embrace digital transformation as an internal cultural shift: Recognize that the biggest challenge often isn't the technical build, but changing internal mindsets and workflows across teams (e.g., balancing e-commerce growth with retail partner relationships).
Integrate digital with omnichannel strategy: Ensure your e-commerce site complements physical retail by guiding customers through a journey that might start online but lead to in-store experiences, maintaining brand consistency across all channels.
Build an internal "startup" mindset: For established brands undergoing digital shifts, empower small, agile teams with a "carte blanche" to experiment and build, fostering innovation within a heritage context.
Giulia Miotti is Senior Ecommerce Experience and Performance Manager at Bang & Olufsen, the Danish luxury audio brand where Scandinavian design meets high-fidelity sound.With over a decade of international experience across Adidas, Escada, and B&O, she's built her career at the intersection of digital innovation and brand storytelling; leading content, SEO and AI search, and ecommerce growth strategies that bring a legacy brand confidently into a digital-first, omnichannel future.In This Conversation We Discuss:[00:00] Introduction[02:20] A century of maintaining brand craftsmanship[05:02] Kicking off the brand’s digital transformation[09:46] Sponsor: IntelliGems[11:47] Building omnichannel Ecommerce roadmaps[15:03] Sponsor: Klaviyo[17:24] Legacy systems and internal friction[18:17] Piloting in-store appointment bookings[23:40] Sponsor: eFulfillment Service[25:59] Winning over franchisees with customer data[27:19] Callouts[27:29] Optimizing for AI search and AEO[36:48] Why strong SEO fuels AI search success[39:02] Final thoughts and where to find GiuliaResources:Subscribe to Honest Ecommerce on YoutubeHigh-end Headphones, Speakers, and Televisions bang-olufsen.com/en/int Follow Giulia Miotti linkedin.com/in/giulia-miotti-digital/ Book a demo today at intelligems.io/ Get your fr
Prioritize a unified digital experience: Consolidate disparate online touchpoints into a single, cohesive brand platform to eliminate dilution and improve customer journey.
What does this episode say about retail & omnichannel?
Lead with customer experience: Design your e-commerce site to serve as both an efficient sales channel and a crucial consideration touchpoint, especially for new customers (e.g., 68% of B&O new clients first interact online).
What does this episode say about brand & content?
Embrace digital transformation as an internal cultural shift: Recognize that the biggest challenge often isn't the technical build, but changing internal mindsets and workflows across teams (e.g., balancing e-commerce growth with retail partner relationships).
What does this episode say about shopify & ecommerce platforms?
Integrate digital with omnichannel strategy: Ensure your e-commerce site complements physical retail by guiding customers through a journey that might start online but lead to in-store experiences, maintaining brand consistency across all channels.
What does this episode say about dtc strategy?
Build an internal "startup" mindset: For established brands undergoing digital shifts, empower small, agile teams with a "carte blanche" to experiment and build, fostering innovation within a heritage context.
