Introduction
Great sound doesn’t come from branding, esoteric materials or high gloss finish - it comes from engineering. But if the money isn't spent on 12 layers of lacquer, where does it go?
If you’re anything like me, you’ve probably looked at a €20,000 speaker and wondered: “What am I actually paying for here?”
I’ve written this article to give you a rare look behind the curtain - into the parts, the work, and the thinking that go into building high-performance loudspeakers. If you’re spending serious money on sound, you should know where it’s going.
The easy part: The components
Most loudspeakers are built to hit a price point or budget. We take a different route. Our loudspeakers and subwoofers are built towards a goal of performance and quality, and then the retail price becomes a result of that.
So I choose components based on their performance and fit for purpose rather than price.
- Drivers that cost several times more than those used by some similarly priced competitors
- High-end amplifier modules with integrated DSP and world class amplifier modules and AD/DA converters.
- European-made cabinets that meet tight tolerances for acoustic and visual performance.
If you added up the raw parts cost of a Sigberg loudspeaker, you'd see that it actually consumes a significant part of the retail price. Many keyboard warriors love doing just that—ballparking parts costs to call out brands for inflated margins.
But here’s the reality: knowing the parts cost barely scratches the surface of what it takes to build a high-end loudspeaker.
The hard part: Research & Development
What you see is the product. What you don’t see is the process:
- Numerous prototypes, both in CAD and physical form
- Driver research, testing and selection
- Custom packaging and logistics
- Acoustical and visual cabinet design
- Endless hours of listening sessions across genres, setups and rooms
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Hundreds of iterations of crossover design and DSP tuning.
From first idea to production, each new Sigberg Audio model takes 18–24 months to develop. And it’s not done by a committee, but by someone obsessed with getting every detail right (yours truly).
Built in Europe
Could we get cheaper cabinets made in Asia? Sure. But we don’t.
All Sigberg cabinets are built in Europe by expert craftsmen. It costs more, but it ensures exceptional quality. It also enables close collaboration, reduces emissions from long-distance shipping, and supports local manufacturing.
You get a product we’re proud to stand behind - and that you’ll be proud to have in your home for the next 20 years.
Worldwide shipping and taxes included in the price
It’s also worth noting that our prices include worldwide shipping, even for our largest systems—where shipping alone can cost up to €1,000. We also include import taxes and VAT for your country in the listed price. Depending on where you live, VAT alone can account for up to 25% of the total.
There are no surprises or hidden fees. Our website detects your location and automatically displays the correct, fully inclusive price for your country.
Assembly and Quality Assurance
All Sigberg Audio products are assembled and inspected by hand in Norway. Each pair of speakers is matched for both finish and frequency response to ensure consistency.
Before any speaker or subwoofer is shipped to the customer, it’s measured against a reference to guarantee it meets our strict performance specifications.
Beyond the box: Support and long-term value.
When you buy from Sigberg Audio, you’re not just buying parts in a box. You’re buying:
- Personal advice and follow-up directly from the person who built the system
- A 60-day trial period and return policy
- Long-term warranty and parts availability, now also with a US-based service partner
- Lifetime support - including help with system tuning, upgrades and setup.
All of this takes time, infrastructure, and people - and we consider it part of the product.
So.. what's the margin?
I'm not listing exact numbers, but I'll share the big picture. We aim for margins that allow us to:
- Cover the hard costs (parts, labor, shipping, support, etc.)
- Invest in new product development
- Pay for marketing, advertising and brand-building
- And yes—eventually turn a sustainable profit
Many luxury brands mark up their products 8–10x. Ours? Nowhere near that.
This is possible because we run lean with effective and iterative product development, sell direct to consumer (no distributor, no traditional retailers), and focus on delivering performance over bling and snakeoil.
What about our dealers?
While our primary model is direct-to-consumer, we do work with a few selected dealers. So how does that fit with our pricing?
For me, partnering with dealers isn’t primarily about increasing short-term sales or profit. It’s a long-term investment in building the brand—and it allows more people to audition our products in person.
When Sigberg Audio products are sold through a dealer, both Sigberg Audio and the dealer accept a lower margin than the industry standard. That’s a conscious decision on our part.
To make it viable for dealers, we help reduce their overhead by:
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Handling support and warranty claims directly
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Drop-shipping orders straight to the customer
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Allowing them to operate with minimal stock and logistics burden
This setup keeps our prices fair, our partners happy, and - most importantly - lets more people hear what we’re about!
Why am I telling you this?
Because I think you deserve to know.
If you're spending serious money on sound, you should know where it’s going. And if you’ve ever looked at a €20,000 speaker and wondered if you’re paying more for the logo than the sound - well, you’re not alone.
I also hope our transparent approach to all parts of our business helps build trust. Sigberg Audio is a new brand, we can't impress you (yet) with heritage or branding. But we can impress you with fantastic sound, quality of workmanship and support.
I am confident you will find the awesome sound, dynamics, build quality and long term support of Sigberg Audio to be well worth the price.
Get in touch
Curious if Sigberg Audio is right for your setup? Reach out through the form at the bottom of the page. I'll get back to you shortly to help you find your sound!
See also:
The Sigberg Audio Customer
The Challenge of marketing Different
