Bragi Confirms Its Exit from the Hardware Business
Whatever brand of true wireless earbuds end up on my desk for review, I’ll inevitably be pitting them against the first product in this category that I’ve ever plugged into my ears—that’s Bragi’s The Dash, and The Dash Pro. The first to market with their insanely smart wireless hearable product, Bragi helped to define this concept of true wireless listening, but they did so in a way that—from an intelligence and feature standpoint—is still unmatched in my opinion.
That said, despite their early launch to market in 2016, Bragi quickly lost ground and eventually market share to the likes of Apple and Samsung, which makes the news of their exit from the hardware business not surprising, albeit no less tough to see.
First confirmed to Wearable on Monday, Bragi said that it has sold its product business to an unnamed third-party buyer in March. It will, though, continue to license its IP and AI technology in other products, none of which will be actually made by Bragi. CEO Nikolaj Havid told the publication that current Bragi device owners would continue to receive support through existing channels and that that will continue post-acquisition under the new owner, whoever that may be.