Roxy announced today that they will be teaming up with home electronics titans JBL, Inc. to produce a new line of headphones.
The new series of multimedia products will combine Roxy’s leading fashion sense for adventuresome young women, with JBL’s award-winning, pro-sound technology. The first products will include a line of co-branded headphones in fashion colors slated for launch in the second quarter of 2009. . . .The special edition line will represent the first time a key fashion has partnered with a premium audio brand to create portable multimedia products that look as great as they sound. Consistent with each brands’ reputation for pro-level performance, the Roxy / JBL suite of products will be marketed with an emphasis on combining a premium, personal music experience with high intensity sports action.
While we don’t exactly think they will be creating “an new market category of branded headphones,” we’re sure Roxy branded headphone will come in colors and patterns that will make the little girls scream.
Style Leader Roxy and Sound Innovator JBL Form Strategic Partnership to Co-Create Portable Music Products
JBL and Roxy Will Produce Products That Resonate with the Youth Market Through Authenticity in Style and Sound
NORTHRIDGE, Calif.–JBL, Inc. and Roxy, a brand of Quiksilver, Inc. announced today a strategic agreement in which both companies will work to create a new market category of branded headphones and portable audio products for fashion-conscious consumers.
The new series of multimedia products will combine Roxy’s leading fashion sense for adventuresome young women, with JBL’s award-winning, pro-sound technology. The first products will include a line of co-branded headphones in fashion colors slated for launch in the second quarter of 2009.
The special edition line will represent the first time a key fashion has partnered with a premium audio brand to create portable multimedia products that look as great as they sound. Consistent with each brands’ reputation for pro-level performance, the Roxy / JBL suite of products will be marketed with an emphasis on combining a premium, personal music experience with high intensity sports action.
The JBL/Roxy partnership will deliver substance in sound and style, with a headphone line that will turn heads and embody the reputation of a sound pioneer. The products are lightweight, compact and easy to carry – a perfect match for Roxy’s casual and on-the-move brand characteristics. The products will feature a unique blend of modern style, superior sound technology and affordable price points allowing girls to express themselves stylistically while enjoying the best sound technology.
“From concert halls to our homes, JBL’s award-winning sound technology has truly impacted the way we have experienced music for over 50 years,” said Kenna Florie, Roxy’s Vice President of Marketing. “We’re creating a market for branded multimedia accessories, and from the beginning we needed to have the best audio equipment underlying our designs. We wanted to bring that legendary JBL sound technology to our designs and felt that by partnering with them we could bring that vision to light.”
“With this partnership, JBL is expanding the demographic reach of the brand by delivering superior lifestyle products to a new audience of young women whose lives are a confluence of fashion, music and adventure,” said Susan Paley, director of business development for JBL. “Designed by women, for women, the first run of the JBL/Roxy co-branded products are just the beginning. Both companies are committed to providing young women products that inspire them, enabling them to express themselves through the personal and shared experience of music.”
About Roxy
Roxy is a brand of Quiksilver, Inc. (NYSE:ZQK), the world’s leading outdoor sports lifestyle company, which designs, produces and distributes a diversified mix of branded apparel, footwear, accessories and related products. The Company’s apparel and footwear brands represent a casual lifestyle for young-minded people that connect with its boardriding culture and heritage.
The reputation of Quiksilver’s brands is based on different outdoor sports. The Company’s Quiksilver, Roxy, DC and Hawk brands are synonymous with the heritage and culture of surfing, skateboarding and snowboarding, and its beach and water oriented swimwear brands include Raisins, Radio Fiji and Leilani. The Company continues to make snowboarding equipment under its DC, Roxy, Lib Technologies, Gnu and Bent Metal labels.
The Company’s products are sold in over 90 countries in a wide range of distribution, including surf shops, skate shops, snow shops, its proprietary Boardriders Club shops and other company-owned retail stores, other specialty stores and select department stores. Quiksilver’s corporate and Americas’ headquarters are in Huntington Beach, California, while its European headquarters are in St. Jean de Luz, France, and its Asia/Pacific headquarters are in Torquay, Australia.
About JBL
JBL is a unit of Harman International Industries, Incorporated (www.harman.com). Harman International designs, manufactures and markets a wide range of audio and infotainment products for the automotive, consumer and professional markets, and maintains a strong presence in the Americas, Europe and Asia, employing more than 11,000 people worldwide. The Harman International family of brands includes AKG®, Audioaccess®, Becker®, BSS®, Crown®, dbx®, DigiTech®, Harman Kardon®, Infinity®, JBL®, Lexicon®, Mark Levinson®, Revel®, QNX®, Soundcraft® and Studer®. Harman International’s stock is traded on the New York Stock Exchange under the symbol “NYSE: HAR.”
JBL, AKG, Audioaccess, Becker, BSS, Crown, dbx, DigiTech, Harman Kardon, Infinity, Lexicon, Mark Levinson, QNX, Revel, Soundcraft and Studer are registered trademarks of Harman International Industries, Incorporated. Duet is a trademark of Harman International Industries, Incorporated.
Mac is a registered trademark of Apple Inc.
I think that Skullcandy’s new 2009 line is going to take care of any doubters! Skullcandy is in a league of their own! Not even Roxy can touch the momentum behind Skullcandy! So next time maybe just title the article Watch Out Roxy, Skullcandy is on the rise! Watch out Sony, here comes Skullcandy!
Skullcandy Brand Fan!
the 09-10 line that skullcandy is way above anything JBL can produce with Roxy!!!! i doubt roxy will even take fraction of the market share from skullcandy…
Depending on distribution, I could see this getting some legs with the juniors market (I say this without ever seeing the product, so I could be way off), although I do know quite a few women who have pink Skullcandy headphones.
In terms of creating a “new market category”… that seems to be a stretch to me too.
i am a young woman who owns both skullcandy ear phones in rasta colors and the new roxy headphones in the blue/green color scheme. why did i not buy the skullcandy over-the-ear phones and opted for roxy? well skullcandy has gone with a paul frank style which is fine but i dont think i want to walk around with monkeys on my ears… not which genius thought that up. just giving my opinion from someone who is in the demographic they are trying to target. :/
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