Vendor View: NYNE Strives For a 10

Audio products company NYNE began as the brainchild of an engineering maven and a CE industry veteran two years ago. “He’s CE, I’m Silicon Valley, and we brought those skills together,” says NYNE president Arman Arami of his business partner, CEO Sam Rabbani. That partnership has served NYNE well in the development of its current product lines, he says.

Rabbani is also the CEO of a 26-year-old conglomerate, BIG (Boss International Group), which includes the car audio brands Boss Audio, Planet Audio and Soundstorm Laboratories. His know-how has been brought to bear at NYNE together with Arami’s past experience as the owner of a computer company and a marketing firm that helped brand-build some high-profile CE companies in their earlier days. “We are backed by an established infrastructure, but we have the agility and nimbleness of a start-up,” Arami said.

The real “secret sauce” in NYNE’s business recipe, Arami says, is its commitment to taking its design cues from target consumers who make their needs known through social media.