Sonos layoffs 2023: things to know about

Is Sonos Laying Off Employees? Sonos is a prominent player in the audio technology industry. It has announced employee layoffs recently to reduce its operating costs. As reported in a filing to the SEC, Sonos laid off around 7% of its workforce.

At last count in October 2022, Sonos had 1,844 employees, so it’s estimated that at least 130 roles will be affected.

According to reports, Sonos has submitted an 8-K report. The report detailed its efforts to reduce costs. The company aims to strike a balance by optimizing its cost structure. Besides, Sonos is still investing in its product development plans.

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CEO’s Statement

Sonos CEO Patrick Spence acknowledged the challenges and said. “During this challenging phase, we are forced to make these hard decisions. The layoff move is a part of our strategy. This is why we are eliminating some roles. Moreover, we have planned to reevaluate program spending.”

Notably, this is the first round of layoffs for Sonos since mid-2020. It was the time when they cut 12 percent of their global workforce due to the COVID-19 pandemic. During that time, they also closed their New York City retail store, and executives took pay cuts.

Sonos expects to incur approximately $11 to $14 million in restructuring charges. Moreover, the company expects a significant portion related to employee severance and benefits. The company has ten global offices. But with their increasing reliance on remote work, some of these offices may close soon.

The layoffs are a response to a noticeable slowdown in consumer demand as their demand for Sonos speakers and home theater products decreased. It leads to a lowered annual revenue forecast. The company secured a $32.5 million patent infringement judgment against Google recently.

Looking ahead, Sonos is planning to launch a second-generation Sonos Move speaker. It is believed that it will follow the release of their Era 100 smart speaker. Besides, following the Era 300 spatial audio-focused product earlier this year.

Streamlining Costs and Investments

Additionally, Sonos intends to reevaluate specific program expenditures to achieve these goals. Implementing these changes is expected to require around $11 to $14 million. Additionally, around $9 to $11 million will be required toward employee severance packages. Moreover, Sonos will also provide other benefits, excluding severance packages, to its employees.

Streamlining Real Estate Holdings

In addition to the layoffs, Sonos plans to optimize its real estate assets. It aimed to enhance overall operational efficiency. These measures reflect the company’s commitment to adapt and protect profitability. Besides, the company is focusing on streamlining its operations.

Stock Market Impact

Consequently, Sonos witnessed a nearly 1% decrease in its shares during premarket trading. It signifies the market’s response to the company’s cost-saving initiatives.

About Sonos, Inc. 

Sonos, Inc. is an American audio product developer and manufacturer of multi-room audio solutions. In 2002, John MacFarlane, Craig Shelburne, Tom Cullen, and Trung Mai founded Sonos. The company has been under the leadership of CEO Patrick Spence since 2017.

Sonos has partnered with over 100 music service providers, including big names like: 

Apple Music, Tidal, Pandora, Spotify, MOG, Amazon Music, SiriusXM, QQMusic, and iHeartRadio. This expansive ecosystem ensures compatibility and convenience for users.

Sonos products seamlessly integrate with major voice assistants, such as: 

Google Assistant, Apple Siri, and Amazon Alexa. Though Siri is currently supported exclusively through Apple’s Home app. This empowers users to control their audio experience using their preferred voice assistant.

In 2019, Sonos has taken over Snips SAS. Snips SAS specializes in privacy-focused AI voice platforms for connected devices. Sonos aimed to develop a music-centric voice assistant for its products.

Sonos’ journey began in August 2002. It was driven by John MacFarlane’s vision to create wireless audio excellence.

Why Is Sonos A Popular Brand?

Sonos is a popular brand. Sonos is considered a strong brand as it specializes in premium audio products. Its cheapest offering is a $139 bookshelf speaker available through IKEA. Their higher-end products can reach close to $1,000 in price. It made it unlikely for Sonos to dominate the mass home audio market due to its premium pricing.

However, Sonos has found a niche among consumers. Those consumers who are willing to invest in top-quality audio setups. In the $200+ home theater segment, Sonos holds the top rank in brand preference, as reported by NPD. In the $150+ all-in-one segment, Sonos secures the No. 2 spot, indicating its strong position in this market.

One key factor contributing to Sonos’ success is the openness of its platform. The company boasts over 130 content partners as it ensures compatibility with various home automation systems and voice assistants. 

This flexibility is a significant selling point for many consumers. Those who value the ability to integrate Sonos products into their existing setups.

Reasonable Price Stock

Given the recent downturn in profitability, Sonos is currently valued at approximately $2.07 billion. It’s not prudent to assess the stock based on current earnings.

However, when considering peak earnings, Sonos stock appears reasonably priced. In mid-2021, the trailing 12-month net income exceeded $160 million. Resulted in a price-to-earnings ratio of about 13 based on that figure. It’s worth noting that these profits were achieved during a surge in demand amid the pandemic. 

Also, there needs to be a guarantee that Sonos can return to such levels of profitability. Before the pandemic, profits were relatively modest. 

The encouraging news is that Sonos is now more focused than ever on cost management. As the economic outlook improves, the company should be well-positioned. 

It is focussing on expanding its profit margins. Investing in Sonos stock may yield short-term returns during current economic challenges. Any signs of a demand recovery may lead to a significant stock value surge.

Is Sonos Better Than Bose?

When it comes to Sonos and Bose, there’s a notable difference between the two. Let’s find out: 

Sonos takes the lead in software and installation, making it user-friendly to create your multiroom audio setup.

On the other hand, Bose holds an advantage over Sonos when it comes to sound quality. Bose has long been known for its exceptional audio performance, delivering impressive sound experiences.

In short, Sonos excels in user-friendliness and ease of setup. In comparison, Bose maintains its edge in the realm of sound quality. Ultimately, choosing between the two depends on your priorities and preferences.

Is Sonos Stock Declining?

Sonos’ stock is currently facing a challenging period. The company’s shares are experiencing a decline in response to a substantial drop in revenue. In particular, the second quarter revealed a staggering 24% decrease. Additionally, Sonos has also adjusted its full-year earnings guidance downward.

Reasons for the Stock Decline

  • This decline can be attributed to a significant softening consumer demand for Sonos speakers. This decrease in demand somewhat echoes the delayed impact of the pandemic.
  • During the height of the pandemic, many people invested in improving their home audio setups. However, as life gradually returns to normal, there appears to be a diminishing interest in these products. This shift in consumer behavior has played a role in Sonos’ current stock challenges.

The Future Of Sonos

Sonos, the wireless speaker giant, has been a high-end brand in the industry for nearly two decades. However, significant changes have been made in recent years. Under the leadership of CEO Patrick Spence since 2017, Sonos has increased its pace. It has released new speakers and audio components to excite its dedicated fan base.

Sonos has not only increased its speaker production. But has also diversified its product lineup. It ventures into the realm of portable and ultra-portable speakers. Furthermore, Sonos is committed to affordability. The Ray and Beam soundbars and the Sub Mini exemplify it.

Sonos is expanding its product range and offering amazing quality as it focuses on making its speakers more versatile. In addition to standard Wi-Fi streaming, the Era 100 and Era 300 speakers support Bluetooth and line-in connections via USB-C. 

This means users can easily play music from non-streaming sources. Or they can connect other audio devices like CD players or turntables.

Moreover, there are rumors that Sonos may introduce new audio categories, such as: 

Wireless headphones hint at an exciting future for the company in the audio industry. Sonos continues to evolve and adapt. It is catering to the changing demands and preferences of its customers.

Layoffs Extend Beyond Sonos

It’s not just Sonos where layoffs are happening. Grubhub joined the layoff trend in the tech sector by laying off nearly 400 of its 2,800 staff members. 

In May, Haven Technologies saw about 70% of its employees leave as part of a strategic decision. They made this move to “reorganize” the company. Besides, they wanted to refocus to become more “customer-centric,” according to Forbes.

It’s not just these companies. Even tech giants like: 

Meta, Google, Microsoft, and many others have implemented massive layoffs. These layoffs resulted in over 100,000 workers losing their jobs.

This trend is causing significant challenges for the tech industry. The once-trusted sector is experiencing a loss of faith. It is reported that current and former employees feel stressed about the future.

The tech industry and non-tech firms have joined the bandwagon of layoff trends. Such as Tyson Foods, a prominent name in the food industry, also laid off around 230 employees. In April, they made cuts by laying off around 10% of their corporate jobs. According to Forbes, it also reduced staff in senior leadership positions by 15%. 


Sonos has recently taken the difficult step of laying off around 7% of its workforce. This move comes in response to a softening consumer demand for its products. 

It aimed at ensuring the company’s long-term success in the competitive audio industry. Sonos remains dedicated to adapting to these evolving market conditions. Their strategy involves optimizing costs. Moreover, Sonos is simultaneously investing in the development of its product roadmap. In truth, the layoffs are unfortunate. But this move is necessary to secure Sonos’ position and competitiveness in the ever-changing audio landscape.