Paradigm Goes Retail with New Brand
By Julie Jacobson
New brand, Paradigm Shift, includes powered Atom speakers with Airport Express port: “We’re going after a younger demographic."

Paradigm, one of the favorite loudspeaker brands among custom integrators, is breaking its channel-only tradition and creating products for the mass market.

The new line, called Paradigm Shift, will launch with powered speakers and headphones. Additional categories will follow during the year.

It’s an unusual move for a company beloved by CE pros for its custom-only distribution model. Paradigm thinks the strategy will help promote the Paradigm brand to a broader audience, especially younger shoppers who may grow up to be serious Paradigm customers.



“Our aim is to build Paradigm brand awareness in a demographic group that, quite frankly, doesn’t know who Paradigm is,” says director of marketing Mark Aling. “We’re going after a younger demographic than what our dealers typically work with.”

At CES 2011 (Venetian Tower Exhibits: 30-136), Paradigm is demonstrating the first products in the Shift line, including an active version of the company’s popular Atom Monitor speakers.

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