Why Did Sony Pause Sales in Europe?

Back in March 2025, Sony halted the sale of all home cinema projectors in the EU and UK, including the flagship BRAVIA Projector 9 (VPL-XW8100). This decision was a direct result of supply chain issues caused by EU sanctions on Russia and Belarus, which disrupted access to key components.

Sony’s Full Projector Comeback in Europe

Only two months later, Sony has resumed full distribution of its projectors across Europe. This includes major models like the BRAVIA Projector 8 and the high-performance VPL-XW8100. Additionally, Sony announced that the all-new Bravia Projector 7 (VPL-XW5100E) will make its debut in the European market this summer.

“These models have continued to be available in other regions, but our focus is now on meeting the strong demand from our European customers,” said Rik Willemse, Head of Professional Displays and Solutions at Sony Europe. “We’re excited to be back and deeply appreciate the support from our partners and clients.”

Strategic Implications for the Global Projector Market

Industry analysts agree that Sony’s return is far more than a simple market correction. Instead, it’s a bold signal to the global 4K projector and laser projection community: Sony is not only maintaining its position, but reinforcing its commitment to the category.

• Projectors remain a key driver in Sony’s B2B growth strategy.
• Sony anticipates a strong rebound in the global professional display and home cinema markets.
• New product rollouts will reinforce channel partner confidence across Europe.

Why Europe Is a Critical Market

Europe has long been seen as a benchmark region for high-end audio-visual products. Consumers here demand top-tier performance, resolution, and product reliability. Sony’s return not only addresses market demand—it also reaffirms its position as a technology leader in the premium projector space.

Industry Reactions and Outlook

Experts predict a ripple effect across the industry. Competitors may be forced to accelerate R&D and product innovation, while channel dynamics are likely to shift in favor of performance-focused brands. For the global projector industry—currently in a phase of transformation—Sony’s strategic consistency is a welcome boost.

📌 Frequently Asked Questions (FAQ)

Q1: Why did Sony stop selling projectors in Europe earlier this year?

A: Due to sanctions disrupting supply from a key vendor, Sony paused shipments temporarily.

Q2: Which Sony projectors are now available in Europe?

A: The BRAVIA Projector 8, VPL-XW8100, and the new VPL-XW5100E.

Q3: Is Sony targeting both home and commercial use?

A: Yes. The strategy covers both consumer-grade home theater projectors and professional laser projectors.

Q4: Will Sony’s return impact other projector brands?

A: Likely, as competitors may need to increase their innovation efforts to match Sony’s offerings.

Q5: What’s in it for European projector buyers?

A: More cutting-edge models and renewed market confidence in premium AV solutions.