Hearing aid retailers Hidden Hearing and Amplifon UK came together to rebrand as Audika at the start of July, as they sought to strengthen the care they offered.
It comes after Amplifon UK exited the UK market earlier this year and sold its 100 shops to Hidden Hearing, which is part of international healthcare group Demant.
Retail Gazette chats to Audika managing director Claire Pearson to find out what the rebrand means for the company’s physical shops.
A stronger presence on the high street
Before being sold to Hidden Hearing, Amplifon UK traded in 18 countries, with its global head office based in Milan, Italy.
With its UK HQ located in Manchester, the business had around 100 branches and roughly 60 dispensers during the time of its peak UK presence, according to hearingaid.org.uk.
Explaining why Hidden Hearing and Amplifon UK merged to rebrand as Audika, Pearson says: “Bringing Hidden Hearing and Amplifon UK together as Audika allows us to combine the experience, expertise, and heritage of both businesses.
“Together, we’re building something even stronger to support our purpose of helping more people hear better.
“By operating under one brand, we’re bringing our teams, clinics and expertise behind a shared goal, while making it easier for people to find and access our services.”
The retailer’s Scotland, Yorkshire and Surrey sites were the first to be rebranded as Audika in the UK.
“It’s been exciting to see the Audika brand start appearing in different communities across the UK,” Pearson says.
“These first locations have given us the opportunity to introduce the new brand, listen to customer feedback and build momentum.
“We’ll continue the transition over the coming months, with all remaining clinics expected to become Audika by October 2026.”
“One of our objectives was to create a stronger and more recognisable presence on the high street, and we’re already seeing people notice the brand and become curious about what Audika stands for.
“That’s exactly what we hoped to achieve. For us, the rebrand is about more than new signage.
“It’s about helping raise awareness of hearing health, reaching more people in local communities, creating a consistent customer experience and making it easier for more people to take that first step towards better hearing.”
What changes will be made to stores?
Pearson highlights that “the biggest change” customers will see to its physical shops is the “Audika name appearing across our clinics,” which brought “everything together under one name”.
“There’ll be new signage and a fresh look, but the things that matter most will stay the same,” she assures.
“[Customers will] continue to receive the same high standard of hearing care, trusted advice and support from the teams they know.
“Existing appointments, warranties and aftercare arrangements all continue as normal.”
However, she notes that the business has used its rebrand as “an opportunity to create clinics that feel more open, welcoming and approachable”.
“Customers will see updated signage, refreshed interiors and access to the latest hearing assessment technology, but the real focus is creating an environment that puts people at ease,” she says.
“We know that many people live with hearing loss for years before seeking help.
“For some, simply walking through the door can be the hardest step. Hearing loss is a personal experience, so it’s important that we create spaces where people feel comfortable talking to us, so we can find the best way to support them.
“While the look of the clinics has evolved, our commitment to expert clinical care and personalised support remains exactly the same.”
Audika’s mission is to “help more people hear better” without taking a “one-size-fits-all” approach, according to its website.
Pearson emphasises that its high street clinics “have an important role to play in that”.
“Too many people live with hearing loss for years before seeking support,” she says.
“By investing in our high street presence, we’re making hearing care more visible and more accessible, bringing us closer to the communities we serve.
“For me, success is about helping more people take that first step, access expert support earlier and stay connected to the conversations, relationships and moments that matter most to them.”
In terms of the types of products its rebranded stores will offer, the exec says that its focus is “on finding the right solution for each individual, supported by expert clinicians, advanced hearing technology and personalised aftercare” since “everyone’s hearing is unique”.
“Customers will continue to have access to a broad range of hearing solutions, hearing health services and ongoing support tailored to their needs, lifestyle and budget,” she insists.
“The rebrand does not change our commitment to providing clinically led, personalised recommendations.
“Instead, it strengthens our ability to invest in innovation, clinical expertise and customer experience, ensuring customers continue to benefit from the latest advances in hearing care.”
