Bose Professional to rebrand as 802 LABS
Bose Professional to rebrand as 802 LABS
Bose Professional has unveiled plans to transition to a new global brand identity, announcing that the company will begin operating as 802 LABS through a phased rollout starting in February 2027. The company, which has operated independently since 2023, said the rebrand reflects its next stage of growth while maintaining continuity for customers, partners and distributors throughout the transition period. No operational changes will take effect before early 2027, with Bose Professional stating that products, support services and channel relationships will remain unchanged during the rollout.
According to CEO John Maier, the new name draws inspiration from the company’s heritage, referencing the Bose 802 loudspeaker introduced in 1978, while also highlighting a continued focus on engineering and product development. “We’re excited about this opportunity to define who we are for the future,” said Maier. “The 802 LABS identity is personal for our team because it connects directly to our history of innovation and engineering excellence. The original 802 loudspeaker changed the professional AV market when it launched in 1978 by bringing system-level thinking to sound reinforcement.”
Since becoming an independent business, Bose Professional has expanded its engineering, sales and marketing operations while launching more than 25 new products, including the EdgeMax and DesignMax Luna loudspeaker ranges and the Veritas smart mixer amplifier. The company has also opened a number of new offices and experience centres globally, including its headquarters in Boston.
The new branding is being previewed at InfoComm 2026, where visitors can view the identity at the 802 LABS Lounge and online ahead of the formal transition.
“Our vision is to raise expectations for what a pro audio company can be by putting people first and creating exceptional experiences,” added Maier. “Building a new brand platform on a 50-year legacy gives us a chance to be clear about what sets us apart and what we stand for.”
