Bose has acquired Skullcandy, integrating the headphone and speaker company as a distinct brand within its consumer audio business. The move formalizes a collaborative relationship that has existed between the two audio rivals for several years.
While Bose did not disclose the financial terms of the acquisition in its press release, the partnership has already produced tangible products. Skullcandy has released multiple audio items featuring “Sound by Bose” technology, including the recent Skullcandy Crusher 1080 headphones.
Skullcandy Operations Continue in Utah
Following the acquisition, Skullcandy will maintain its headquarters in Park City, Utah, where the company was originally founded. Bose stated that the acquisition will provide Skullcandy with greater access to the parent company’s technology and resources. This support is intended to help Skullcandy continue its growth and product development.
For Bose, the primary value of the deal lies in Skullcandy’s specific audience. The lifestyle-oriented audio company has established a presence in the worlds of sports, gaming, music, and fitness. Bose aims to use these connections to “meaningfully connect with consumers where it has less presence today.”
Expanding the Brand Portfolio
Bose CEO Lila Snyder emphasized the strategic shift in a statement regarding the acquisition. “For more than 60 years, Bose has been committed to delivering incredible audio experiences however and wherever people choose to listen,” Snyder said. “As we work to reach even more people, we’re expanding how we do that, not only through Bose products, but through technology partnerships and a growing portfolio of brands.”
Bose is widely recognized for its premium audio experiences, particularly in active noise cancellation. However, the brand is not typically associated with trendy or youthful aesthetics. Skullcandy offers a different appeal, targeting a younger and more varied demographic. This acquisition allows Bose to benefit from the technological developments of its pricier headphones while reaching new markets through the Skullcandy brand.
Source: Engadget
