GN Store Nord A/S has decided to gradually wind-down its Elite and Talk product lines to further increase focus and resources on more attractive parts of GN?s business. As communicated at the Capital Market Day in May 2024, GN is striving to build leading businesses in attractive markets and by this grow with healthy margins and ensure good returns on the invested capital. The re-focusing of the Elite product line towards the premium segment, which was initiated in 2023, has resulted in a stronger profitability level than before.

However, the investment required for future innovation and growth in this very competitive space is deemed unjustified in the long-term given associated risks. The Talk product line follows a similar logic and is positioned in the declining mono Bluetooth market. Consequently, following a thorough business review the decision has been taken to gradually wind-down both the Elite and Talk product lines.

GN will reduce the inventory of the affected products, of which most is expected to be completed by the end of 2024. GN will, however, continue to service and support customers for several years. This commitment to retail customers is underlined by the global announcement of two next-generation editions of the popular Elite 8 Active and Elite 10 premium earbuds.

The Elite 8 Active Gen 2 and Elite 10 Gen 2, which will be the last two product introductions in this product line, will be announced and available from later this month.