Logitech on $50m audio acquisition: ‘We’ve worked really hard to move beyond our PC speaker roots’

Logitech International has agreed to acquire wireless audio wearables vendor Jaybird for approximately $50 million in cash.

An additional earn-out of up to $45 million could be made depending on growth targets over the next two years.

Jaybird focuses on wireless audio wearables for ‘sports and active lifestyles’.

It marks the latest move from Logitech as it repositions itself as a modern tech vendor, as opposed to one focused on traditional PC accessories.

Last year Logitech underwent a huge rebrand, as did other PC vendors like Lenovo, in a bid to target the ‘modern day consumer’.

Logitech senior VP Rory Dooley said in a blog post: "Since 2011, when I started running the music business, we’ve worked really hard to move beyond our PC speaker roots. We had to do this because the way people listen to music has changed dramatically.

"We were able to do it by making products that were truly mobile and fit the lifestyle of our target consumers. We bet big on a shift to wireless and this shift has happened big time. 

"Jaybird hit on a great idea of making products for people actively engaged in sports and who wanted music to power their passion for their sport. With the right product – and Jaybird makes them – you can now pursue your sport with your music. It’s a potent combination."

Bracken Darrell, Logitech president and CEO, added: "Logitech and Jaybird share a passion for products. We’re impressed by the technology, products and marketing Jaybird has brought to this business."

Judd Armstrong, founder and CEO at Jaybird, commented: "It has been an incredible journey. We love what we do, and we’re stoked to continue to innovate and bring amazing new products to our fans. Jaybird will benefit from Logitech’s global distribution network and deep engineering prowess.

"We’ve watched as they’ve connected incredible products with passionate consumers under the UE brand, and we’re thrilled to be part of the team.”

Jaybird produces goods such as the BlueBuds X and X2 wireless buds.

The acquisition is expected to close in the coming weeks.

Check Also

Order Management 101: Two strategies to optimise retail fulfilment

Rob Shaw, SVP Global Sales at Fluent Commerce, explores the benefits of drop shipping and …