Jabra’s parent company GN Store Nord has announced its decision to gradually discontinue the Jabra Elite and Talk product lines. The move is part of the company’s strategy to focus on markets where it can achieve profitable growth and strong returns.

Peter Karlströmer, CEO of GN Store Nord, explained that this decision is in line with the company’s commitment to prioritise markets that deliver better results. “We have shown that we can compete in even the most challenging categories with our leading technology and ability to capture the market. Our Elite line introduced several world-first innovations, especially in true wireless earbuds, leading to an increase in global market share,” he added.

However, Carlstroemer said market conditions have changed. “Our assessment is that we cannot earn a reasonable return on investment in these categories while numerous other opportunities exist in our Hearing, Enterprise and Gaming businesses.”

The CEO expressed his gratitude to the retail partners and consumers who supported the Elite and Talk product lines. He said, “I am very grateful to our retail partners who have supported us on the Elite and Talk product lines, as well as the consumers who have made us a part of their lives.”

Despite the closure, the GN Store Nord will continue with the launch of the final Elite products – the Elite 8 Active Gen 2 and the second generation of the Elite 10 Gen 2. “These are the best earbuds we’ve ever made,” Karlströmer said.

The Company is committed to working closely with its partners to ensure a seamless transition as it continues its focus on other promising areas within its portfolio. This strategic turn reflects GN Store Nord’s objective to leverage its strengths in Hearing, Enterprise and Gaming to drive future growth and profitability.

The Jabra Elite 8 Active earbuds were launched on August 31, 2023, with an original price of $199.9912. They were made available for purchase in India from September 20, 2023, priced at Rs 17,99934. The Jabra Elite 10 earbuds were announced on August 31, 2023, alongside the Elite 8 Active, and became available for purchase in September 2023. They were priced at $249.995 in the US5. In India, the Elite 10 were priced at Rs 20,999, and were also available for purchase from September 20, 202334.