Sonos says it’s forced to raise prices while trying to win back customers

During what's supposed to be a year of redemption, Sonos has announced that its gadgets will become more expensive this year, complicating the company's comeback plans.

Tariffs that US President Donald Trump announced last week take effect today, including a 19 percent tariff on goods imported from Malaysia (the levy is said not to apply to semiconductors and was cut down from a 25 percent tariff that Trump threatened in July.) Among other countries affected is Vietnam, which now sees a 20 percent tariff (down from the 46 percent rate announced in April).

Sonos makes all its audio products in the US, “short of a few accessories and our passive speaker partnership with Sonance," which entails in-wall and in-ceiling speakers, in Malaysia and Vietnam, Sonos CEO Tom Conrad said yesterday, per a transcript of Sonos’ Q3 2025 earnings call. The new CEO explained:

With last week's news, the tariff rates we were subject to going forward appeared to be 20 percent for Vietnam and 19 percent for Malaysia. We continue to work closely with our contract manufacturers and our channel partners to share tariff costs, though it has become clear that we'll need to raise prices on certain products later this year.

Sonos hasn’t specified which products will become expensive or by how much. Conrad said Sonos is currently “evaluating each of the products.”

He noted that after Sonos raises prices, the company will “monitor consumer behavior” and the competition and then “make adjustments in collaboration with our channel partners when and if necessary.”

“I think the best way to think about what we're trying to do here strategically is to craft a pricing plan that supports our goal of optimizing gross profit dollars," Conrad told investors.