Goji Electronics

Goji Electronics, Inc. is a consumer-electronics brand founded in December 2011 and headquartered in Hemel Hempstead, United Kingdom. Its original proposition centered on accessories for computers, tablets, netbooks and smartphones. The brand subsequently broadened into lifestyle, travel, music-technology and audio products, including headphones, speakers and related equipment. Goji was established through a commercial arrangement involving DSG International plc, the predecessor of Currys plc. DSG International was granted exclusive rights to manufacture and develop Goji-branded products, while the brand's principals focused on promotion, product direction and market development. From its inception, Goji's products were distributed through Currys and DSG International retail operations. The relationship gave the brand access to a large established retail network in the United Kingdom and to international distribution channels operated through DSG International's European businesses and Pixmania. The company launched its first products in early 2012. In June of that year it expanded beyond basic accessories into lifestyle goods, travel products, music technology and audio equipment. This development was linked to the involvement of Kwasi Danquah III, also known as the grime artist Tinchy Stryder, who worked on headphones and audio products and provided creative direction for the Goji Tinchy Stryder range. The range was marketed around a combination of visual design, sound quality and accessible pricing, with an intended audience of fashion-conscious younger consumers. The audio offering included the Goji Tinchy Stryder headphones and Goji On Cloud 9 audio products. The latter name was used for a broader group of products that included headphones, travel speakers and other audio equipment. On 10 August 2012, these products were reported as being distributed through more than 600 retailers in the United Kingdom, through DSG International subsidiaries in Europe and internationally through Pixmania. Goji's early strategy relied substantially on celebrity and artist involvement. Its formation and promotion connected the brand with Rav, Tinchy Stryder and Lord Kalms, while the company also expressed an intention to use prominent musicians and athletes to reach style-conscious consumers. The business further discussed licensing the Goji name and technology to information-technology and automotive manufacturers. Planned applications included personal computers and tablets equipped with Goji On Cloud 9 audio systems, as well as smartphones developed with telecommunications-equipment manufacturers. The cited material does not establish whether those proposed products or licensing arrangements were ultimately completed. The available public information documents Goji's creation, early product expansion and distribution arrangements primarily in the 2011–2012 period. It does not provide reliable current information about the brand's operating status, present product catalogue, ownership percentages, leadership structure or official website. Accordingly, Goji's current commercial position should be treated as uncertain rather than assumed to be active.

Goji Electronics was founded in December 2011 as a consumer-electronics venture associated with Rav, Lord Kalms and DSG International plc. The arrangement gave DSG International exclusive rights to manufacture and develop Goji-branded products. This structure allowed the brand's principals to concentrate on marketing, partnerships and product promotion while relying on an established retail and production organization. Goji introduced its first products in early 2012. These initial products were accessories for consumer devices, including computers, tablets, netbooks and smartphones. The brand's distribution was closely connected to DSG International and its retail businesses, which later became part of the Currys corporate history. This connection provided access to a significant United Kingdom retail network and to European and international channels. In June 2012, Goji expanded into lifestyle products, travel goods, music technology and audio equipment. The expansion included a collaboration with Kwasi Danquah III, the musician known as Tinchy Stryder. Danquah contributed creative direction to the Goji Tinchy Stryder range and was involved in developing headphones and related audio products. Marketing emphasized the combination of appearance, sound performance and price flexibility, positioning the products for younger and fashion-conscious consumers. The audio portfolio included Goji Tinchy Stryder headphones and Goji On Cloud 9 products. The Goji On Cloud 9 name covered headphones, travel speakers and other audio equipment. On 10 August 2012, the products were reported to have reached more than 600 retailers in the United Kingdom, as well as European DSG International subsidiaries and Pixmania's international distribution network. The company also considered a broader licensing and technology strategy. Goji planned to make its brand and audio technology available to information-technology and automotive manufacturers. Proposed applications included computers and tablets with integrated Goji On Cloud 9 audio systems, along with smartphones produced in collaboration with telecommunications-equipment manufacturers. The available reference does not confirm the commercial release of these planned products. Publicly documented information is concentrated in Goji's foundation and early expansion. The cited material identifies shareholder involvement by Rav, Currys plc and Lord Kalms, but does not disclose their respective stakes. It also does not establish Goji's current ownership, operating status, leadership or active website. Lord Kalms died on 30 March 2025, but the available material does not describe any resulting change in Goji's governance or ownership.

• 2012

  First consumer-electronics accessories introduced

  [1]Goji Electronicsen.wikipedia.org

  The brand debuted its first products, focused on accessories for computers, tablets, netbooks and smartphones.

• 2012

  Expansion into lifestyle and audio categories

  [1]Goji Electronicsen.wikipedia.org

  Goji expanded into lifestyle, travel, music technology and audio equipment, including the Tinchy Stryder and On Cloud 9 ranges.

• 2012

  Audio products distributed through a broad retail network

  [1]Goji Electronicsen.wikipedia.org

  Goji audio products were reported as distributed through more than 600 United Kingdom retailers and additional European and international channels.

• 2011

  Company founded

  [1]Goji Electronicsen.wikipedia.org

  Goji Electronics was founded in December through an arrangement involving Rav, Lord Kalms and DSG International plc.

An accessible, design-conscious consumer-electronics brand combining everyday device accessories with celebrity-associated headphones and lifestyle audio products.

• Consumer-electronics accessories · 2012

  Computer and mobile accessories

  Goji's original product line consisted of accessories for computers, tablets, netbooks, laptops and smartphones. These products established the brand before its expansion into lifestyle and audio categories.

• Headphones · 2012

  Goji Tinchy Stryder headphones

  A headphone range developed with creative direction from Kwasi Danquah III, known as Tinchy Stryder. The products were presented as a combination of distinctive styling, sound quality and relatively accessible pricing for younger consumers.

• Audio equipment · 2012

  Goji On Cloud 9

  An audio product family that included headphones, travel speakers and other audio equipment. Goji also discussed using the On Cloud 9 name and technology in computers, tablets and smartphones, although the cited material does not confirm those planned integrations.

• 2012

  Expansion from accessories into lifestyle audioStrategy

  Background

  After launching with computer and mobile accessories, Goji sought to broaden its appeal and increase its presence in music technology, travel and lifestyle electronics.

  Action taken

  The company introduced headphones, travel speakers and related audio equipment, including products associated with Tinchy Stryder and the On Cloud 9 concept.

  Aftermath

  The audio products received distribution through a large United Kingdom retail network and additional European and international channels.

  Source

• 2012

  Proposed licensing of Goji audio technologyStrategy

  Background

  Goji considered extending its brand beyond standalone accessories and audio products by working with larger technology, automotive and telecommunications manufacturers.

  Action taken

  The company planned potential integrations of Goji On Cloud 9 audio systems into personal computers, tablets and smartphones, and discussed licensing the brand and technology to manufacturers.

  Aftermath

  The available reference does not confirm whether these proposed licensing arrangements or integrated products were completed.

  Source

1. 1Goji Electronicsen.wikipedia.org