Earlier this summer, Teufel™ a respected German speaker manufacturer known for designing and engineering audio products since 1979 and FMIC launched the new ROCKSTER series of Bluetooth speakers geared towards a variety of applications and lifestyles.
United by the rally of “Here to be Heard,” the two brands joined forces to create speakers that both look and sound outstanding, melding Teufel’s German-engineered audio with the Fender® design and aesthetic that are loved by millions of musicians and artists globally.
At the time of the new collaboration’s announcement in late June of 2024, Sascha Mallah, managing director of Teufel, offered: “We’re very proud to be introducing the ROCKSTER™ Series in collaboration with Fender and to be offering our proven Bluetooth speaker technology in the United States for the first time. The Fender x Teufel ROCKSTER series is designed for audio lovers, and we know the fans and customers will truly hear the difference in sound quality. Paired with Fender’s innovation and design input, the ROCKSTER Series really stands apart on the market.”
We recently sat down with Nadine Skolaude, VP of Customer Acquisition and International Markets for Teufel to learn more about this new line and the partnership with FMIC.
For those MMR readers not yet familiar with Teufel, let’s talk a little history: What prompted Peter Tschimmel to found the brand back in 1979?
Teufel is celebrating 45 years as a company this year. Founder Peter Tschimmel had one goal in mind: creating a speaker with really good quality at an affordable price. Everything he had interacted with on the market did not satisfy him.
In the subsequent years, what were some “milestone” moments and product introductions for Teufel?
- Expanding categories by launching Wi-Fi, multiroom streaming, headphones, soundbars, and Bluetooth speakers after starting as a pioneer in the floor-standing stereo and home cinema segment. The Introduction of the Ultima, Real Blue, and Rockster series were key milestones!
- Moving to a much bigger representative office in downtown West Berlin to provide the fast growing Teufel employees with excellent engineering capabilities and attract new customers and partner brands
- Successful D2C Expansion to multiple other European markets outside of Germany.
- Opening of Teufel-owned Brand Stores in order to create physical touchpoints for potential customers and build trust and brand awareness
- Launch to the U.S. with Fender
Can you discuss the company’s European business model (direct-to-consumer, as well as fielding retail storefronts)?
Peter knew that in the ‘90s [by] using DTC it would allow for more quality and energy that would go into the products. Given he would not have to give money to big consumers like Walmart/BestBuy, he could use profit to put it back into the company. He also knew being a D2C company allows you to develop products independently from mass market retail trends and cater to real needs of existing fans and potential new customers. Overtime opening retail storefronts allow us to grow trust with consumers. People would be able to go in and feel/hear/see the speakers and really begin to develop trust for Teufel and its products.
What was the catalyst for Teufel finally entering the U.S. market and why was the partnership with FMIC seen as the ideal first step on that journey?
After building the #1 DTC Bluetooth speakers all across Europe, Teufel knew it was time to take the step into the US markets. Teufel was aware that entering the U.S. markets alone would leave them in a dicey situation, trust and reliability it would take time to gain trust and reliability. It was time to take the step into the U.S. markets, since Americans love good sound, quality products, and set trends globally; that can lead to positive spillover effects into other markets for Teufel.
Thus why teaming up with Fender, an extremely well known and trusted U.S. brand, was a no-brainer that it would be the best approach when coming into the U.S..
The ROCKSTER Series has three distinct models entering a highly competitive market segment. What about these speakers sets them apart from the competition?
A few things set these speakers apart from their competitors: Sound quality. Once you test one out it speaks to how incredible the sound is, especially depending on the size of the speakers; Aesthetic. These speakers do not look cheap, they are made well, and made to last; Price. The price in comparison to quality is unreal, and ultimately not seen anywhere else in the U.S. market for Bluetooth speakers.
Will Teufel follow their European model in the U.S. and sell direct to end-users, or is the company looking to have retailers in the MI space come on board as partners?
We are open to good partnerships and will adapt to the specific needs in the markets we are active in, also if this would entail selling our speakers via selected brick-and-mortar retail partners.
Related to the above, are there any expectations of releasing Teufel gear that’s not geared towards the “average consumer,” but to musicians, specifically? Obviously, the ROCKSTER AIR already does have direct appeal for musicians. Will there be more along those lines?
There are more exciting products in the pipeline, and we will disclose these as soon as possible.
What are the plans, post-ROCKSTER? Are there other product introductions on the horizon?
Post ROCKSTER series, there are plans to introduce more speakers to the U.S. markets. Given Teufel has been established in the EU for some time now, there are products there which, if successful, will transition into the U.S. markets when the time is right.
Will Teufel be exhibiting at the 2025 NAMM Show?
The CES and NAMM [shows] are being evaluated right now, as we know how important it is to have direct contact with potential customers and Media/Journalists. Teufel might exhibit there.
