Bose acquires headphone maker Skullcandy
US audio company Bose has bought headphone and speaker maker Skullcandy, which will continue as a separate brand. The price was not disclosed.
Bose, the US premium audio equipment maker, has acquired headphone and speaker company Skullcandy and will run it as a separate brand within its consumer audio business. Bose did not disclose the price in its press release. The company hopes Skullcandy will help it reach a wider audience.
A long-running partnership
The two rivals have worked together for several years. Skullcandy has released multiple audio products labelled "Sound by Bose", including its recent Crusher 1080 headphones.
After the deal, Skullcandy will keep operating from Park City, Utah, where it was founded. Bose says Skullcandy will gain greater access to Bose's technology and resources, which should help it keep growing and developing.
Why Skullcandy appeals to Bose
The acquisition is mainly about Skullcandy's audience. The more lifestyle-oriented company has inroads into sports, gaming, music and fitness, which Bose says could let it "meaningfully connect with consumers where it has less presence today."
Bose CEO Lila Snyder said the company has been committed to delivering audio experiences for more than 60 years, and that it is now expanding how it reaches people: not only through its own products, but also through technology partnerships and a growing portfolio of brands.
Bose is known for premium audio, particularly active noise cancellation, but is not seen as hip or trendy. Engadget's assessment is that Skullcandy could play a role similar to Beats for Apple, reaching a younger, more varied audience while benefiting from technology that trickles down from Bose's pricier headphones.
