Skullcandy Goes for Epic Win
Astro Gaming is the company's "high-end, premium gaming headset. It's very well-respected" among professional gamers, Andrus says.
When Skullcandy acquired the company in 2011, Astro Gaming was sold exclusively online. Skullcandy remade the product with better margins for the retail space. It began rolling out the new line this past fall, Andrus says.
The company wants to push internationally. Skullcandy was originally using a third-party distribution model in its international markets, but Andrus says there are disadvantages. The company plans to increase market share abroad, specifically in Europe, "by being in those markets, by having operations on the ground where we are grassroots marketing to the consumer," he says.
The company acquired distribution rights for Europe in 2011 and opened an office in Zurich.
"We're not simply developing technology for technology's sake," Andrus says. "We believe that ultimately we win when there is a convergence between great brand and great product."
Shares of Skullcandy rose 0.8% to $7 on Wednesday.
-- Written by Laurie Kulikowski in New York.
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