Bang & Olufsen celebrates its 100th anniversary in Struer, where craftsmanship, innovation, and loyalty continue to define the iconic Danish company. Many employees have spent a lifetime keeping the world-famous audio brand alive.
A century of design and dedication
At the Bang & Olufsen factory in Struer, products that are nearly 50 years old are finding their way back into skilled hands. The classic Beogram 4000 turntables, first released in the 1970s, are being revived by a dedicated team that restores the old electronics back to their original glory. Some arrive in terrible condition, even with water damage, but can still be brought back to life.
This process mirrors the resilience of the company’s workforce. Bang & Olufsen, often called the “West Jutland world factory,” has a strong tradition of long-term commitment among its employees. Inside the factory, an entire “wall of fame” honors staff who have been with the company for 25 years or longer. Many have spent most of their working lives here, dedicated to a single brand.
Generations who never left
One employee, Erik Vennevold, has been part of the factory for nearly half a century. He started as a teenage helper, later trained as an electronics mechanic, and eventually became a manager at the same workplace. His daily routine now involves taking apart and rebuilding the company’s vintage turntables, which are once again sought after by collectors and music lovers. The restored models can sell for as much as 75,000 Danish kroner, proof that timeless design still holds value.
The company culture also keeps people attached. Many workers describe Bang & Olufsen as a family where the brand becomes part of them. The sense of belonging is so strong that leaving can feel almost impossible. The Struer community itself reflects that loyalty; generations have worked under the same roof, and many families have multiple members employed at the company.
The legacy and the workforce
Today, Bang & Olufsen employs about 1,100 people, with 600 based in Struer. In the 1980s and 1990s, the company was at its peak with more than 3,000 employees. Although the numbers have declined, the level of craftsmanship remains. Workers speak proudly about their contribution to audio systems known for precision and longevity.
Modern technology with old-school soul
While many of its vintage products are being carefully restored, Bang & Olufsen continues to develop new luxury audio systems. Its flagship product, the Beolab 90 loudspeaker, represents the brand’s modern mastery. The speaker stands a meter tall, weighs 137 kilograms, and costs around 1.2 million Danish kroner—roughly the price of a small family house in Struer.
To produce the Beolab 90, engineers had to develop an entirely new polishing process for the aluminum surfaces. Inside the factory, two synchronized robots—referred to as “dancing robots”—move together to get into every angle of the speaker’s complex design. The process takes one hour per unit and highlights how the company still pushes design and production boundaries.
Even though Bang & Olufsen has faced financial struggles over the years, it has refocused its efforts on core business areas: high-end sound and television systems. Its future strategy combines new innovations with reverence for its original craftsmanship and heritage.
Looking ahead to the next century
As Bang & Olufsen commemorates its 100th anniversary, the mood in Struer is both proud and determined. Employees like Erik Vennevold see the celebration not only as a historical milestone but also as proof of the endurance of Danish design and quality.
Many workers have personal ambitions to stay for decades yet to come. For some, the goal is simple: to reach that next work anniversary, just as the company itself embarks on its second century. If history is any guide, both the employees and the brand will continue to thrive side by side, rooted deeply in Struer’s industrial and cultural identity.
Sources and References
The Danish Dream: Bang & Olufsen A/S
DR: B&O fylder 100 år: Hvis du kommer herind, så kommer du altså ikke ud igen
