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: