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Swedish Telecom Operator TeliaSonera Invests in Audio Fashion House Zound Industries

The partnership, announced today, means that TeliaSonera will acquire a stake in Zound Industries, enabling the telecom operator to bundle fashion headphones, audio speakers and device accessories together with their mobile telecommunications, giving customers a great audio experience wherever they are, whenever they want.

In the photo, from left to right: Konrad Bergström, President and Co-Founder, Zound Industries, Pern ...

In the photo, from left to right: Konrad Bergström, President and Co-Founder, Zound Industries, Pernilla Ekman, CEO, Zound Industries, Johan Dennelind, President and Chief Executive Officer, TeliaSonera (Photo: Business Wire)

“Our ambition is to offer our customers the best possible experience when using our services, and music is an important part of that. A great customer experience requires not only good coverage and high quality of the devices, but also functional accessories such as Zound Industries’ fashionable headphones and superior quality loud speakers,” says Lars Roth, Head of Innovestments at TeliaSonera.

“Investing in Zound Industries is a step in our strategy to work with partnerships in order to cater to a customer demand for a lifestyle that is ever more connected and stylish.”

“The deal is the perfect opportunity for us to reach out to the fashion-conscious mobile device consumer,” says Pernilla Ekman, CEO of Zound Industries, home to successful and award-winning brands Urbanears, Marshall Headphones, Coloud Headphones and Molami. “We can already see a number of exciting opportunities for the future, combining the strengths from both our companies. Zound Industries has seen strong growth in the past few years and with the TeliaSonera partnership we expect the growth rate to increase even further.”

The partnership will give TeliaSonera access to all four of Zound Industries’ brands and also access to their network of designers, collaboration partners and artists. Accessories from Zound Industries are today sold in 20,000 stores across 95 markets.

“For Zound, we see this partnership as an opportunity to position ourselves as one of the world's leading third-party accessory suppliers for mobile devices, an area where we see a lot of opportunity,” says Konrad Bergström, President of Zound Industries. “There is an obvious shift towards lifestyle products in this sector, and we want to continue to drive trends and generate excitement in the marketplace together with TeliaSonera.”

A current campaign featuring products and services from both parties is running by Telia Sweden, where customers who purchase a mobile phone subscription will also get a Marshall Stanmore loud speaker and a Spotify subscription. This is an example of the kind of bundle the Zound Industries partnership will enable TeliaSonera to offer in all its markets in the future.

“With this deal, we have taken the next step by investing in an innovative company enabling TeliaSonera to be first with the latest fashionable and functional accessories. Together we will also develop products exclusively for TeliaSonera’s brands,” says Lars Roth.

For press enquires, please contact [email protected], visit or get in touch via our LinkedIn page.

Zound Industries is a privately held company based in Stockholm, Sweden, with offices in New York, USA and in Shenzhen China, and is home to audio accessory brands Urbanears, Marshall Headphones, Coloud and Molami. Read more on

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