From WIRED · Harry Rabinowitz · · 1m 20s
Bose buys Skullcandy to reach younger listeners
Audio giant Bose acquires lifestyle headphone brand Skullcandy to access a customer base it has been missing, keeping the company independent in Park City, Utah.
In brief
Audio giant Bose acquires lifestyle headphone brand Skullcandy to access a customer base it has been missing, keeping the company independent in Park City, Utah. Bose acquired Skullcandy on Wednesday to tap into the board sports community and younger consumers the audio giant says it largely misses with its own brand…
Bose acquires Skullcandy
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Audio giant Bose announced on Wednesday it is acquiring Skullcandy, the lifestyle brand known for bass-heavy headphones. Skullcandy will remain separate within Bose's Premium Consumer Audio business and stay based in Park City, Utah.
A year of collaboration first
Bose has worked with Skullcandy over the past year through its Sound by Bose licensing program.
Skullcandy's strength and weakness
Skullcandy CEO Brian Garofalow told WIRED in July the twenty-three-year-old company excels at building community and culture around board sports.But he admitted it was not the greatest at the engineering part of innovation with products.
“the company wasn't "the greatest at the engineering part of innovation with products."”
Why Bose wants Skullcandy's reach
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Bose CEO Lila Snyder says Skullcandy gives the company access to a customer base it is largely missing with the Bose brand.
“"Skullcandy gives us access to a customer base that we think we're largely missing with the Bose brand."”
What comes next for Skullcandy
Recent collaborations have improved Skullcandy's reputation.WIRED rated the Method three sixty ANC earbuds eight out of ten.
“"It's the beginning of what we think we can do together."”
The takeaway
Bose acquired Skullcandy on Wednesday to tap into the board sports community and younger consumers the audio giant says it largely misses with its own brand.
