Bose buys Skullcandy to broaden reach of its audio tech across new demographics
Bose announced it has purchased Skullcandy and will keep the brand separate while using its designs to extend Bose’s audio technology to a wider audience.
Bose confirmed it has acquired Skullcandy, planning to retain the latter as an independent brand within its premium consumer audio division while leveraging Skullcandy’s design language and youthful image. Skullcandy will stay headquartered in Park City, Utah, and will begin incorporating Bose technologies such as head-tracking spatial audio and industry-leading active noise cancellation into upcoming models like the Crusher 1080 ANC headphones and Method 360 ANC earbuds.
CEO Lila Snyder explained that the acquisition helps Bose reach demographics it currently serves less, including fans of board sports who value style over pure ANC performance. This transaction adds to a series of recent Bose purchases, including high-end audio maker McIntosh, its subsidiary Sonus faber, as well as StreamUnlimited Engineering and FMOD creator Firelight Technologies. Earlier in the year Bose also launched an in-house content studio, Bose Studios, and a record label, Bose Records, underscoring a broader strategy to expand both hardware and content offerings.
Why it matters
The deal lets Bose tap new consumer segments and spread its advanced audio tech beyond its traditional travel-oriented market.
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