Targus Rolls Out New Brand ID, Accessories


Anaheim, Calif. - Targus today unleashed a fall barrage of new products to the market - around 30 SKUs of cases, bags, sleeves and PC accessories - sporting a new brand ID logo and redesigned packaging.

The new brand ID "represents the company's evolution from its origins as a purely corporate-focused brand," according to Targus.


"The company's consumer-focused design approach has been incorporated into our new logo, brand ID, packaging, Web site and, most importantly, our new line of laptop cases and accessories launching today," said Mike Hoopis, president/CEO of Targus. "With laptops and netbooks becoming the primary interface for how people around the world interact, Targus sought to embrace this evolution by designing an entire line of accessories and cases that support consumers as they navigate through the blurred lines of learning, working, sharing and playing."

Bob Shortt, sales and marketing senior VP, added: "Based on an intuitive, minimalistic design, the new packaging serves a dual purpose: its small form factor supports the company's effort to be more eco-conscious while still allowing shoppers to actively engage with the product,"

The new packaging will showcase several new lines of computer cases that will become available in October.

The Hughes collection, designed for the "sophisticated urbanite," comes in black and includes a roller, top-loading laptop case, and slipcases for laptops and netbooks.

The roller and laptop cases include an integrated laptop protection system, which provides three layers of protection for shock absorption, water-resistant fabrics, stain-guard coating, oil-tanned leather accents, micro-suede scratch-resistant pockets and a reinforced Hypalon bottom.

The 15.6-inch Hughes roller (model TER013US) will retail for $169 and features a hidden garment section for overnight trips, a three-tier telescoping handle and in-line skate wheels for optimal navigation. The 15.6-inch laptop case (TET029US) will retail for $109 and includes a padded/adjustable shoulder strap and luggage trolley strap.

A 15.6-inch laptop slipcase (TES004US, $89.99) and a 10.2-inch netbook slipcase (TES003US, $69.99), offered in black oil-tanned leather material, fill out the line.

Also new, the Commuter collection features two black leather briefcases for 16-inch (TET027US) and 17-inch (TET028US) laptops. Both cases include a water-resistant leather exterior, padded laptop compartment with shock-absorbing foam, structured leather-wrapped handles, stain-resistant blue interior lining, reinforced luggage strap and pockets for storage. The 16-inch Commuter case retails for $69.99, and the 17-inch version retails for $79.99.

Targus' new A7 cases are designed for those with an active lifestyle. The black neoprene water-resistant A7 cases sport the Targus Tri-Cell cushion system, which reportedly protects against bumps while providing air ventilation. The slipcases come in four sizes: 15.6-inch (TSS108US) and 16-inch (TSS127US) for laptops, 10.2-inch (TSS109US) and 12-inch (TSS126US) for netbooks. The laptop slipcases will be $29.99, netbook slipcases, $24.99.

Two new fashion-forward lines, the Crave and Phobos collections, were also introduced today.

The Crave collection features a cushioned design reminiscent of a plush ski jacket. The cases are made of water- and stain-resistant nylon material with a scratch-resistant microfiber interior. The Crave cases are available in three styles: a 16-inch backpack (TSB158US, $49.99), a 15.6-inch Slipcase (TSS113US, $29.99) and 10.2-inch netbook case (TSS112US, $29.99).

The Phobos 10.2-inch netbook case (TSS114US, $24.99) evokes the finish of acid-washed jeans. The front compartment expands for added storage space and includes a strong magnetic closure and adjustable shoulder strap with two side buckles.

All the new case lines are backed by a limited lifetime warranty.

Targus also announced a new family of laptop accessories, including five mice, three presenters, two USB hubs, two keypads and two laptop-cooling devices.

"The new line reflects a major investment Targus has made to better understand the user's needs and preferences when using their laptop at work, home, school and play," said Carolyn Perrier, accessories VP. "With the laptop becoming such an integral part of our lives, we took a very consumer-centric approach to the design of the new products and invested in consumer desires that make a real difference."

Some of the new consumer-centric touches incorporated into the new line include comfort-grip sides on mice, low-power indicator lights, Energizer Max batteries bundled with wireless accessories, and a cushioned exterior on the cooling devices for comfort.

New mice models include the Targus Bluetooth Comfort laser mouse (AMB09US, $39.99), the Targus wireless Comfort laser mouse (AMW51US, $39.99), the wireless optical mouse (AMW50US, $29.99) and the Targus cord-storing optical mouse (AMU76US, $19.99).

New presenter devices include the laser presentation remote (AMP13US, $49.99) and the multimedia presentation remote (AMP09US, $69.99) which feature KeyLock technology that locks non-essential buttons when not needed to help eliminate accidental button presses, an integrated laser pointer, and a backup battery compartment that stores an emergency battery.

Among other new Targus products announced: two laptop-cooling devices, new USB 2.0 hubs and numeric keypads for laptops.


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