GLOBAL: Bose Professional has announced plans to adopt a new global brand identity, revealing that the company will begin operating as 802 LABS through a phased transition scheduled to commence in February 2027. The move marks the next stage in the company’s evolution following its transition to an independent business in 2023, while maintaining continuity across its products, services and channel partnerships.

The company confirmed that no operational changes will take effect before early 2027, with customers, distributors and integration partners continuing to receive the same products, support services and business engagement throughout the rollout period.

According to Bose Professional CEO John Maier, the new identity draws heavily on the company’s heritage while signalling its future ambitions. The name 802 LABS references the iconic Bose 802 loudspeaker, introduced in 1978, which helped redefine professional sound reinforcement through a system-oriented approach to audio design.

“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.”

The announcement comes during a period of significant expansion for Bose Professional. Since becoming an independent company, the manufacturer has strengthened its engineering, sales and marketing operations while introducing more than 25 new products to the market. Recent additions to its portfolio include the EdgeMax and DesignMax Luna loudspeaker families, as well as the Veritas smart mixer amplifier. And alongside its product development efforts, the company has expanded its global footprint through the opening of new offices and experience centres, including its headquarters in Boston.

The new brand identity is being previewed publicly at the 2026 edition of InfoComm, where attendees can experience the branding at the 802 LABS Lounge and explore the company’s vision 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.”

While the Bose Professional name will remain in place throughout the transition period, the planned move to 802 LABS signals a significant milestone for the company as it seeks to build upon its longstanding engineering heritage while positioning itself for continued growth in the global professional audio market.