Goji Electronics

Goji Electronics, Inc. is a producer of computer, smartphone, audio products and equipment headquartered in Hemel Hempstead, United Kingdom. The audio division of the company was founded by grime artist and entrepreneur Tinchy Stryder and DSG International plc president Lord Kalms, and primarily produces products under the brand Goji Tinchy Stryder.

Goji
Public
IndustryMusic technology, Audio,
Consumer electronics, Telecommunications equipment
Founded2011
Defunctunknown 
HeadquartersHemel Hempstead, United Kingdom
Area served
Global
Key people
Tinchy Stryder, Lord Kalms,
Alison van Veggel
ProductsHeadphones
Audio equipment
Tablet computer/Mobile accessories
Laptop/Netbook Cases, Slipcases
ServicesMusic technology, information and communications technology services, entertainment, retail
£245.3 million (Q2 2012)
OwnerDixons Carphone, Tinchy Stryder, Lord Kalms
Number of employees
3,300
WebsiteOfficial website

Since the inception of Goji, its products have been distributed by Dixons Carphone plc and its predecessor DSG International plc. The collaboration between Dixons and Kwasi Danquah III leads to an expansion of Goji Electronics into the headphones and audio equipment market.[1]

Stryder, Lord Kalms and Dixons Carphone plc all own shares in Goji.

History

The company was founded in December 2011, and debuted its first product, consumer electronics accessories, in early 2012. Goji Electronics inception was made with DSG International plc granted exclusive rights to manufacture and develop Goji-branded products. With DSG International handling production of the products, Lord Kalms and Kwasi Danquah III are free to handle promoting the new line. Goji intends to primarily rely on celebrity endorsements, particularly by popular professional athletes, popular musicians, to help market the line to a demographic of fashion-conscious young men and women.[1]

In June 2012, Goji Electronics expanded it products into the lifestyle, music technology, travel – and with audio equipment. The Goji accessories for computers and smartphones were also expanded in June 2012, inline with the introduction of Danquah's headphones and audio equipment products. The percentage of stakes between the shareholders of Goji Electronics are not disclosed.[1][2]

On 10 August 2012 Goji On Cloud 9 audio equipment and Goji Tinchy Stryder headphones were distributed by over 600 retailers in the United Kingdom, by DSG International plc subsidiaries in Europe, and globally by DSG International owned Pixmania.[3]

Products

The original product line of Goji were consumer electronics such as tablet computer, netbook and smartphone accessories. The headphones and audio equipment product line of Goji were introduced as Goji Tinchy Stryder headphones and Goji On Cloud 9 audio.[3]

Tinchy Stryder provides creative direction on the development of the 'Goji Tinchy Stryder: On Cloud 9' product range, encompassing headphones, travel speakers and audio equipment, and outlined in promotional materials that with current headphones, the look and pricing of headphones are not as flexible in value as people would like, and with Goji, its looks, audio quality, pricing and value flexibility will make Goji headphones and audio products a serious contender in the overall music technology market.[1][4] Kwasi Danquah III added: "Goji Electronics has been the perfect partner for me to work with on this project – the team I'm working with are amazing and we clicked right from the start. I couldn't wait to get the products out there as I’m sure people are going to love the sound – which it was really important to me that we got right – and the design of the goods too".[1][5]

Inline with Goji headphones and audio equipment, it has also plans to license the Goji-brand and technology to other major information technology and automotive manufacturers. Goji Electronics planned to begin offering personal computers and tablet computer equipped with Goji On Cloud 9 Audio systems, which will feature advanced technological characteristics and software.[6]

Following the expansion of accessories for computers, tablet computers, laptops and smartphones in June 2012, Goji Electronics along with a future release of personal computers and tablet computers equipped with Goji On Cloud 9 Audio systems, also planned to begin releasing smartphones enabled with a Goji On Cloud 9 Audio technology in collaboration with major telecommunications equipment manufacturers.[6]

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See also

References
  1. "UK Rap Artist Tinchy Stryder Teams up with Goji to Develop New TechRange". DSG International. June 11, 2012. Archived from the original on January 2, 2013.
  2. "Goji Electronics: Range will incorporate headphones and travel speakers". Yahoo! Finance. June 15, 2012. Archived from the original on March 5, 2016.
  3. "Goji Tinchy Stryder Headphones: On Cloud 9 Review". mightygadget. August 10, 2012. Archived from the original on 2012-08-13.
  4. Andy Blackmore. "Headphones head-to-head - top headsets for the best beats". Metro. Archived from the original on July 19, 2012.
  5. "UK Rap Artist Tinchy Stryder Teams up with Goji to Develop New TechRange". Marketwire. June 15, 2012.
  6. "Goji Tinchy Stryder Headphones: On Cloud 9, showcasing style and sound in a new collection of audio accessories". Archived from the original on September 28, 2012.
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