Roxy, a division of Quiksilver, and JBL, Inc., a unit of Harman International, announced 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 first audio products will include a line of co-branded headphones in fashion colors slated for launch in the second quarter of 2009.
“From concert halls to our homes, JBLs award-winning sound technology has truly impacted the way we have experienced music for over 50 years,” said Kenna Florie, Roxys Vice President of Marketing. “Were 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.”