Skullcandy Confident It Can ‘Recapture’ Sales Lost Through RadioShack
Headphone supplier Skullcandy believes it will “recapture” the sales it lost with RadioShack’s bankruptcy through higher sales volumes with new and existing accounts, “but this will likely take beyond this year to achieve in full,” CEO Hoby Darling said Tuesday…
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on an earnings call. Skullcandy is evaluating potential sales opportunities at RadioShack in its post-bankruptcy “configuration,” including the 1,500 stores operated by Sprint and the 1,700 franchised locations that will continue to operate under the RadioShack banner, Darling said. “These discussions are ongoing and it’s too early to say definitively what if any presence we’ll have in these stores.” Skullcandy is “exploring ways to extend the accessibility of our brand through additional online platforms,” Darling said. Of the recent start of tests of direct sales through Amazon, Darling said: “Like we do with all new accounts, this is very much a crawl, walk, run strategy.” Skullcandy sees “great upside long-term with Amazon,” he said, but “we want to make sure we open Amazon in the way that is right for the Skullcandy brand, our retailers and most importantly for our consumers.” Before Skullcandy can “accelerate our penetration” at Amazon, “we need to bring the brand presentation up to our standards,” he said.