Zeus to be discontinued :’-(
Adam • February 27, 2017 • 18 Comments
I’m just writing to let you know that my personal favourite ever PUMP Audio product — PUMP Zeus — is to be discontinued :-(
Well, over the last 10 months — since inviting external investors to invest in the company — we’ve been gearing up to be ‘retailer friendly’.
It’s included doing such things as introducing a common “design language” to the product range, reducing the end user price down so that we’ll now be punching even further above our weight, as well as introducing new product names that are consistent with the brand.
Stuff like that.
So why are we discontinuing Zeus?
Well, first of all the name doesn’t fit with our new range (which will all be Electronic Music related names).
The name Zeus was first suggested to us by Drum n’ Bass legened Jumpin’ Jack Frost.
And I liked it so much (Zeus is the Greek God of Thunder) that we decided to go with it.
But since we got serious about being ‘retail friendly’, it no longer fits with the brand…
But we could just rename Zeus, couldn’t we?
But to my personal dismay, retail buyers just don’t like the way the product looks!
I’ll admit that Zeus does have a bit of a ‘love it’ or ‘hate it’ design, which I suppose for retailers is a big risk.
I’ve *really* pushed our sales partners to persuade retailers that they should stock Zeus because they are so incredible in terms of sound and comfort.
The sales partners have indeed presented Zeus to retailers and time and again the answer has been the same:
They agree that they sound amazing. They agree that they are incredibly comfortable. They agree that they perform way above their price range. But they don’t want to stock them.
Quite understandably, retailers need to stock products on their shelves that they believe will sell in high volume rather than ones that they know are incredibly good, but are unsure will sell.
For this reason alone, we’ve taken the decision to discontinue Zeus.
I have to say it feels wrong to me. But from a business point of view, all signs point to it being the right thing to do.
We will develop another model to replace Zeus which will have the same qualities but looks acceptable to retail buyers. However realistically the absolute soonest this could happen would be a year from now.
All the best,