The ‘Tinchy Stryder: On Cloud 9’ range of headphones and travel speakers will launch in mid-July and form part of Dixons’ Goji own brand range.
The partnership will be hoping to emulate the success of the Beats by Dr Dre range of headphones.
Alison van Veggel, head of marketing for Goji, says: “We’re thrilled to be working with one of the UK’s most exciting rap artists. Tinchy Stryder’s talent, knowledge and passion for music are hugely valuable to us. Ultimately, he will be pivotal in the overall creative direction of Goji’s new range of stylish design-led products – all of which will be widely accessible to his many fans and followers. We cannot wait for the products to be available in stores this summer!”
Dixons overhauled its own-brand ranges in 2010 to provide a similar tiered approach to own brand ranges as the supermarkets by rivalling consumer electricals brands with its own products.