Skullcandy's products will no longer just feature Sound by Bose — they'll be an official part of the Bose brand, too.
Following the collaboration between the two brands that brought Bose-engineered audio and tech to the budget brand's products, Bose announced an acquisition of Skullcandy on Oct. 21.
What this means for Skullcandy and Bose
This comes just over a year and a half after the release of the Skullcandy Method 360 ANC earbuds, the first pair of Skullcandy buds to come with the Sound by Bose designation. In my testing of those earbuds, priced at $99, I found they featured an impressive soundscape for the price point that felt worthy of the Bose name. While not exactly like a pair of Bose earbuds, they did feel like an elevation over what I expected sonically from Skullcandy.
The Skullcandy brand will remain its own distinct brand under Bose, with the headquarters remaining in Park City, Utah. The press release announcing the acquisition detailed that Bose wanted to retain "Skullcandy’s design, understanding of its consumers, and authentic community connections," as it helped create new products and growth for the brand, providing "new ways for Bose to meaningfully connect with consumers where it has less presence today."
In other words, the success of the collaboration between the two brands seems to have offered Bose the opportunity to go more aggressively after the budget consumer market, a corner that Skullcandy has been firmly situated in for years. For comparison, Skullcandy's cheapest earbuds, a pair of wired earbuds, go for $14.99. Bose's cheapest earbuds, the new wired ANC buds, go for $99.99. Wireless- and ANC-wise, Skullcandy's buds start at $104.99 while Bose's most affordable pair clocks in at $179.99.
The path to acquisition tracks for Bose
The writing was on the wall with Bose acquiring Skullcandy, especially considering their latest Skullcandy collab, the Crusher 1080 headphones. Released just this past July, the press release called these headphones the "most advanced headphone in Skullcandy's history," powered with Sound by Bose, Bose QuietControl 6-mic adaptive noise cancellation, Bose TrueSpatial with head tracking, and the Bose WaveForm Audio Engine.
The president of Bose Audio Technology and Chief Strategy Officer Nick Smith said the collab was "an exciting example of how Bose innovation can reach more listeners through distinctive new products and experiences," which sounds like a line that could've easily fit in the acquisition press release.
This purchase of Skullcandy is Bose's third acquisition of the year, though the first of a consumer audio brand. On Oct. 1, Bose acquired Firelight Technologies, the maker of an interactive audio software program. Earlier this year, Bose bought StreamUnlimited Engineering GmbH, a connected audio platform.