Bose Professional has announced plans to transition to a new global brand identity, 802 LABS, with a phased rollout scheduled to begin in February 2027.
The company said customers, partners and integrators can expect continuity across products, support services and business relationships throughout the transition. Bose Professional plans to work with channel partners and customers ahead of the rebrand to ensure a coordinated rollout.
According to the company, the new name is rooted in its history. The 802 LABS identity references the original Bose 802 loudspeaker, which launched in 1978, while the “LABS” portion reflects the company’s focus on engineering, experimentation and product development.
“We’re excited about this opportunity to define who we are for the future,” said John Maier, CEO of Bose Professional. “The 802 LABS identity is personal for our team because it connects directly to our history of innovation and engineering excellence.”
Since becoming an independent company in 2023, Bose Professional said it has expanded its engineering, sales and marketing teams while increasing its global presence. The company also noted that it has introduced more than 25 new products during that time, including the EdgeMax and DesignMax Luna loudspeakers and the Veritas smart mixer amplifier.
The transition to 802 LABS will occur in phases, with no changes taking effect until early 2027. Bose Professional is providing an early look at the new brand through 802LABS.com and at the 802 LABS Lounge during InfoComm 2026.
“Our vision is to raise expectations for what a pro audio company can be by putting people first and creating exceptional experiences,” Maier said.
Bose Professional said it will continue working with partners and customers throughout the transition, with the full rollout of the 802 LABS brand scheduled to begin in early 2027.
