Listan sends out word that they've acquired the Xilence trademark and have opened a Xilence GmbH subsidiary in Germany. The company will use the Xilence brand to expand its silent computing product lineup into the volume market with products with a good price/performance ratio, whereas Listan's be quiet! brand will continue to address the premium market.
Listan GmbH & Co. KG, owner of the be quiet! brand, is taking over the Xilence trademark entirely and founding a Xilence GmbH subsidiary. As from August 19th the new company will take care of the complete brand and all sales. "The focus of Xilence is definitely on the volume market," says Oleg Ushkats (CEO of Listan GmbH & Co. KG). He also adds: "That is where we're going to offer cooling and power supply products with very compelling price-performance ratios."
Since Xilence and be quiet! products share the same product categories, target markets and products will be strictly separated. While be quiet! continues to address the premium market, Xilence products emphasize attractive prices and so cater for the volume market. Through its acquisition by Listan, Xilence will obviously profit from synergy effects. Due to the long experience of be quiet! in planning and constructing power supplies and coolers, the team has excellent supplier contacts, which Xilence will benefit from in addition to its own. The established be quiet! quality control processes (for example incoming and outgoing quality control) will adapted as well. By merging the logistics costs are also reduced and passed on as price advantage to customers.
The newly founded Xilence GmbH is located in Hildesheim and will be headed by two General Managers Michael Albes and Andreas Groneberg. Their sales strategy will primarily target distributors to get products into the market.