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Eton Maintains Grundig Brand In U.S. For Now

2/09/2004 02:00:00 AM Eastern

Eton said it will continue to market Grundig-branded shortwave radios in the United States following an announcement that German-based Grundig will be taken over by U.K. electronics maker Alba and Turkish electronics maker Beko.

Nuremburg-based Grundig filed for bankruptcy in April 2003.

Eton licenses the Grundig name for shortwave radios that it designs and markets in this country. Spokesman Karman Ng declined to disclose details of the licensing agreement, but said Eton offers 10 Grundig-branded SKUs here and will remain in the shortwave segment with the Grundig brand, at least in the short term, he added.

Nonetheless, citing growing shortwave sales, the company went to CES to launch its first three Eton-branded shortwave radios, including an AM/FM/SW model with XM Satellite radio service. The XM model is a full-size portable that plugs into AC but also operates on D-cell batteries.

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