Beats by Dr Dre takes on New Age

9 January 2013

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9 January 2013 | Adam Leach

Beats by Dr Dre has appointed New Age Electronics to manage its logistics and supply chain operations across the US.

New Age will be responsible for distributing the company’s products, such as the Pro headphones, Powerbeats earphones and BeatBox speakers throughout stores in the US.

The headphone and sound system manufacturer, which is led by hip hop star Dr Dre and music producer Jimmy Iovine, rose to prominence at last summer’s Olympic games in London when they circumvented commercial rights regulations by giving free sets of headphones to athletes from the top 20 competing countries, gaining significant amounts of free promotion.

Denise Morales, executive vice president of sales at Beats by Dr Dre, said: “We chose New Age Electronics because of its superior and trusted reputation and ability to effectively bring unique offerings to the retail channel.”

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