Sonos is opening its first store outside the US in London's Covent Garden

Speaker company Sonos is opening a new store in London’s Covent Garden on November 16 in a bid to push its new Sonos One smartspeaker ahead of the Christmas sales rush.

The store, located just off Seven Dials at 21-23 Erlam Street, is a 2,500 square metre retail unit with two “listening rooms” that have been designed to reflect people’s homes by Sonos sound leader Charles Martin.

“The main purpose of the space is to inspire the customer around how we bring sound into their home,” Sonos UK country director Vincent Sorge-Titmus told Business Insider on Monday.

The Californian speaker company has only opened one other store of its own to date; it’s in New York City and it’s been in operation for about a year.

The London store — in one of London’s busiest shopping districts — is “relatively minimalist,” according to Sorge Titmus, who said Sonos is also planning to open a store in Berlin early next year.

Sorge-Titmus said Sonos has high hopes for the company’s £199 Sonos One device, which went on sale on October 24 and has Amazon’s voice assistant (Alexa) embedded into it.

“Voice has exploded,” said Sorge-Titmus. “It’s doubled the number of units sold in the typical home audio space.”

Rivals like Bose or Bang & Olufsen also have their own stores in London and other cities around the world. Bose has a store on nearby Regent Street, for example, while Bang & Olufsen has one in Marylebone.

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