Often considered a premium audio pioneer, Bose has recently shifted its strategy by partnering with a range of third-party brands, including some that lack a strong audio pedigree—raising eyebrows in the industry.

After acquiring high-end brands like McIntosh and Sonus faber, Bose now appears to be moving in a different direction.

The company has struck several new licensing deals that are putting the “Sound by Bose” label on products from brands that aren’t traditionally known for audio excellence.

The latest collaboration is with Epson—a company not regarded as a leader in the midrange premium projector market, where it competes with more established players like Sony, JVC, and ViewSonic.

This new partnership follows a recent tie-up between Bose and Skullcandy, a youth-oriented headphone brand that unveiled several redesigned products now featuring Bose-inspired audio tuning and aesthetics.

Since teaming up with Bose, Skullcandy has gained market traction, with distribution in Australia handled by Melbourne-based Aquipa, following the brand’s split from Byron Bay-based Seabreeze.

Epson is now the newest partner to align itself with Bose.

The two companies are preparing to launch the first in a new series of audio-visual products, starting with a projector that integrates “Sound by Bose” technology.

The product will debut in the U.S. and China in September 2025, with an Australian release expected in 2026.

While the partnership aims to combine Epson’s visual projection expertise with Bose’s audio capabilities, some industry insiders note that high-end home cinema setups typically rely on third-party AV receivers and speakers—casting doubt on how impactful built-in audio will be.

Tomoo Takaso, COO of Epson’s Visual Products Operations Division, commented: “Through this partnership, we are combining our bright, vivid and versatile projection technology with Bose’s custom-designed audio systems to realise the fusion of sound and visuals.”

Nick Smith, president of Bose’s Audio Technology Business, added: “Working with Epson gives us the opportunity to combine breathtaking visuals with powerful sound to help people connect more deeply with their home entertainment.”

However, Epson’s reliance on LCD projection—often criticised for its limited contrast and colour depth—has led to scepticism about the overall premium quality of the offering.

Since acquiring McIntosh and Sonus faber, Bose appears to have pivoted towards a licensing model, striking numerous brand collaborations in exchange for royalties on product sales. The company has expanded its reach through partnerships with firms like Motorola, whose recent moto buds+ earbuds are branded with “Sound by Bose.”

In Europe, Bose has also teamed up with Finnish tech company Tietoevry, creating a new Centre of Excellence in Warsaw, Poland. This initiative, which began in 2021, focuses on software engineering for consumer and automotive sound systems. The expanded agreement is expected to bolster Bose’s capabilities in the vehicle audio market.

Meanwhile, Bose Professional continues to work closely with AV integrators, designers, installers, and consultants to deliver audio solutions for a wide range of environments, including workplaces, houses of worship, and performing arts venues.

As Bose extends its brand into a broader array of partnerships, questions remain about whether the company’s premium reputation can be maintained amid an increasingly commercial and licensed product landscape.