Skullcandy CEO Aims 2XL

Skullcandy CEO Rick Alden finally has something to do with that cool URL he came across years ago.

Legend has that one of Alden’s buddies had registered 2XL a while back and sat on it. Alden – who doesn’t seem the type to sit back on anything – knew it would make a great name for something, he just didn’t know what.

Fast forward a few years later and Alden is heading up one of the hottest headphone and accessory brands in the industry. The problem is there’s not much room for additional store growth. The company has already tapped the specialty retailers it needs and doesn’t want to piss off its loyal partners by cannibalizing the channel.

The answer was to create a lower-priced line of headphones and other accessories to push through mass merchant, big-box and e-tail channels.

“We’ll give them the best drivers and cable assemblies, but cut costs on packaging,” Alden said. “We’re aiming at music for the masses.”

Now that Alden had the business model, the product set and the name, all he needed was that URL. After some negotiating, Alden’s pal sold it to him. Of course it cost a little bit more than it would have a few years ago but, hey, that’s the cost of success.

While Skullcandy targets the board scene (snow and surf), with a hip-hop and alternative rock bent, 2XL is geared toward the “dirt and oil” crowd, Alden said, referring to fans of NASCAR, typically made up of classic rock and country music lovers, and motocross. “We really see these as lifestyle products,” Alden said.

2XL’s line of buds (in-ear, regular and hanger) had a strong initial run through BestBuy, Alden said, adding he’ll continue to add products and partners throughout the year.