JBL, a unit of Harman International Industries, Inc. (www.harman.com), 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."
Roxy is a brand of Quiksilver, Inc., the world's leading outdoor sports lifestyle company, which designs, produces and distributes a diversified mix of branded apparel, footwear, accessories and related products.
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. Harman International's stock is traded on the New York Stock Exchange under the symbol "NYSE: HAR."