Lewis CaliburnArmour Home Electronics Ltd has announced the appointment of Mike Smith as Global Sales Director, reinforcing the company’s commitment to accelerating international growth across its portfolio of audio brands and to bring them closer to music culture.
Mike will lead the global sales strategy for Armour Home’s owned brands – Goldring, QED and Q Acoustics – while also overseeing commercial relationships for its UK distribution partners, Grado, XGIMI and Burson Audio.
A respected figure within the specialist audio industry, Mike brings almost three decades of commercial leadership experience across premium consumer electronics, high-performance audio and international sales.
Most recently, he served as Head of UK Sales at Focal Naim, where he led the commercial strategy for two of the world’s most prestigious high-end audio brands. Responsible for all strategic, commercial and tactical sales activity across the UK, he successfully grew revenue, strengthened dealer relationships and led a high-performing sales team focused on delivering sustainable, long-term growth.
At Armour Home, Mike sees significant opportunity to build on the heritage and reputation of its owned brands.
“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,” says Mike. “They have authentic stories, genuine engineering expertise and products that deserve to reach an even wider audience.”
“One of the opportunities I’m particularly excited about is helping move these brands beyond the traditional hi-fi bubble and making them a bigger part of music culture itself. Great audio shouldn’t just appeal to enthusiasts – it should inspire anyone who loves music. That’s an exciting challenge, and one I’m looking forward to tackling with the team.”
Mike reunites with Armour Home Managing Director Charlie Henderson, having previously worked alongside him during their time at Naim Audio and Focal. Their established relationship and shared approach to leadership were key factors behind the move.
“I’ve worked with Charlie before, so I know the energy, ambition and pace he brings,” Mike adds. “More importantly, I know how much he values people. Successful businesses are built by great teams, and from my conversations with everyone at Armour Home, it’s clear that the people and culture here are a huge strength. I’m excited to be part of what’s next.”
Welcoming Mike to the business, Charlie said the appointment marks another important step in Armour Home’s long-term growth strategy.
“Mike’s track record speaks for itself. He understands premium audio, he understands global markets, and he knows how to build lasting relationships with partners around the world. Just as importantly, I know the type of person he is. Having worked together previously, I’ve seen first-hand the passion, commitment and collaborative approach he brings.”
“At Armour Home, we’re incredibly proud of our brands and the people behind them. Mike shares that belief that great businesses are built by great people, and his experience will be invaluable as we continue expanding the global presence of Goldring, QED and Q Acoustics, while strengthening our partnerships with Grado, XGIMI and Burson Audio. We’re delighted to welcome him to the team.”
Mike’s appointment comes as Armour Home continues to invest in strengthening its international presence, with an ambition to grow its brands into globally recognised names that resonate with hi-fi enthusiasts and music lovers.
All three owned brands will build on their recent success with key product launches throughout 2026 and early 2027.