Skullcandy Launches 2XL Division At CES

By Lisa Johnston -- TWICE, 1/19/2009

LAS VEGAS — Skullcandy used International CES to launch a new division of audio accessories.

The 2XL brand will be geared more toward "the mainstream market and middle America," said Jessica Gross, a Skullcandy spokeswoman. To promote this "middle America" theme, Skullcandy had an elaborate slot-car race track set up for CES attendees to use.

Ben Cichelli, marketing manager for Skullcandy, said the 2XL products will not only be found in retailers like Best Buy and RadioShack, where Skullcandy products can currently be purchased, but also in such retailers as Wal-Mart, Walgreens and Rite-Aid.

The company described 2XL as a "youth-centric brand." It will initially consist of 10 collections that keep in the Skullcandy tradition of colorful names: Easy Money, Grills, Bunny, Snakeyes, Wreckingball, Nuevo Sonido, Defender, Pace-Car, Bounty Hunter and Rasta. All collections will include five styles, three in-ear and two over-ear, offered in a variety of colors and audio drivers, the company said.

Cichelli also told TWICE that the company would be definitively dividing its two lines of Skullcandy products. Although the CE line and the Core line carry the same products, they feature different packaging and colors to attract different targeted audiences. The CE line is sold through traditional consumer electronics channels, while the Core line is sold exclusively through sporting goods stores to attract snowboarders and other extreme-sports consumers.