Armour Home has appointed Mike Smith as its new global sales director, bringing one of the audio industry’s most experienced commercial figures into the role as the company looks to expand the global reach of its brands.
Smith joins from Focal Naim, where he served as head of UK Sales, and brings almost three decades of experience across premium consumer electronics, specialist audio and international sales.
Much of this was forged in the automotive world, with extensive experience working with specialist dealers, installers and premium audio brands, with 18 years as sales and marketing director of AAMP Global, rebranded today as Stinger Electronics, handling the UK distribution of Stinger, PAC, EchoMaster, AudioControl, and other known brands.
In his new role, Smith will lead international sales strategy for Armour Home’s owned brands, including Q Acoustics, QED and Goldring, while also managing commercial relationships with UK distribution partners including Grado, XGIMI and Burson Audio.
Smith said his focus will be on taking the brands beyond traditional hi-fi audiences and making them a bigger part of music culture worldwide.
“Goldring, QED and Q Acoustics are already incredibly well respected around the world, but I believe there’s still huge, untapped potential for each brand to grow its global footprint,” he said. “They have authentic stories, genuine engineering expertise and products that deserve to reach an even wider audience.”
The appointment has already attracted strong support from across the audio industry, with familiar names praising Smith’s experience and reputation. Steve Tookey, retired senior sales director UK & Europe, said: “Great acquisition, what Mike doesn’t know of the industry isn’t worth knowing.”
Andy Heft, director of car audio sales EMEA and India, JL Audio, added: “Congratulations Mike! Great move by Armour Home.” Matt Daley, head of research and development at Motormax, said: “Congratulations Mike, I’m sure you’ll make a real difference as always.” And Pete Oughton, operations director at Parksafe, also congratulated Smith, describing him as “a real asset to the team.”
Armour Home said Smith’s appointment forms part of a wider investment in growing its brands internationally, with new product launches planned across 2026 and early 2027.
© Copyright 2026 Smart Media Publishing. All Rights Reserved.