14 December, 2022
CHERRY acquires gaming gear specialist Xtrfy – a perfect fit
Two well-renowned brands within the gaming industry join forces as CHERRY acquires Xtrfy.
CHERRY, a globally operating manufacturer of high-end mechanical keyboard switches and computer input devices such as keyboards, mice, and headsets for applications in the worlds of gaming, esports, office and hybrid workplaces, industry, and healthcare, has entered into an agreement to acquire Xtrfy, the Sweden-based gaming peripheral manufacturer known worldwide within the gaming industry for its high-performance, innovative mice, keyboards, headsets and accessories.
Designing pro-level gaming equipment in collaboration with some of the world’s most merited gamers, Xtrfy has rapidly grown to become a household name within the esports scene, with products sold in approximately 50 countries. The integration into CHERRY’s GAMING business enables Xtrfy to evolve its product development, production and business even further, and will further strengthen CHERRY’s position in the gaming devices market as well as enable future growth in the area.
“With this acquisition we are broadening our access to the growing gaming and esports community and bolstering our resources in the fields of product management and marketing, both through distributors and in the B2C business”, commented Rolf Unterberger, CEO of Cherry SE.
“Furthermore, we intend to leverage Xtrfy’s direct network in the international esports scene for the strategic expansion of our GAMING business area. We welcome the entire Xtrfy team to our global CHERRY family and look forward to working together to make our joint offering of innovative, high-quality gaming devices more compelling than ever.”
For Xtrfy, the acquisition lays a new foundation for continued expansion. Joakim Jansson, who will remain as Managing Director of Xtrfy, is looking forward to the future with CHERRY:
“CHERRY is a legendary brand in gaming and a pioneer in the field of mechanical keyboards. From launching our first Xtrfy keyboard in 2013 – equipped with CHERRY MX switches – to becoming part of CHERRY in 2023, has been an incredible journey and we are now ready to take on the future. With CHERRY as owners, we are looking forward to continuing to evolve Xtrfy, our products and partnerships with increased strength. Working with some of the best esports teams in the world already, we are looking to invest even more into the esports scene. The people behind Xtrfy will be working alongside CHERRY to take Xtrfy to new heights.”
Xtrfy CTO Erik Jensen is excited about the future product development:
“At Xtrfy, we are working to create the new generation of esports equipment, and we have an incredible amount of ideas and thoughts on new products. Becoming a part of the team at CHERRY will bring new possibilities in terms of both innovation and production, and I am really excited about our upcoming product portfolio. CHERRY is exactly what we are looking for, and vice versa – it’s a perfect fit. Together, we will continue to deliver high-quality products, push the boundaries, and make Xtrfy even better.”
At Xtrfy, we elevate the gaming experience by making pro-level performance available to gamers of all levels, with designs that allow you to express yourself. Developed in collaboration with some of the world’s most merited players, our products are based on well-proven technology and the most important component of all: experience. Since 2013, we’ve been in it to win it – combining knowledge with new ideas to help gamers perform at their best. We challenge the industry with innovative product designs, colorful aesthetics and a new level of customizability – making it possible for all gamers to personalize their gear. Join us as we create the new generation of esports equipment: xtrfy.com
Cherry SE [ISIN: DE000A3CRRN9] is a globally operating manufacturer of high-end mechanical keyboard switches and computer input devices such as keyboards, mice, and headsets for applications in the worlds of gaming, e-sports, office and hybrid workplaces, industry, and healthcare. Since it was founded in 1953, Cherry has been synonymous with innovative, high-quality products developed specifically to meet the various needs of its customers.
Cherry has its operational headquarters in Auerbach in Germany’s Upper Palatinate region and employs over 500 people in production facilities in Auerbach, Zhuhai (China), and Vienna (Austria) as well as in various sales offices in Auerbach, Pegnitz, Munich, Paris, Kenosha (USA), Taipei, and Hong Kong.
More information is available online at: https://cherry.de/
Joakim Jansson, CEO of Xtrfy: email@example.com, +46 768 50 56 70.
Fabian Hüttner, Head of Corporate Marketing & Communications of Cherry SE:
firstname.lastname@example.org, +49 9643 2061 537.