Remember Bragi? The company which was first to the market to release truly wireless Bluetooth wireless earbuds? The company has sold its hardware division to an unnamed “third-party buyer” and will now only be focusing on licensing its AI business.

Bragi will continue to license its AI and IP to other companies but it will no longer be creating new consumer hardware. The company will also continue to support its existing product owners, though it has pulled all its products from sale from its online store.

Bragi’s CEO Hviid confirmed the move in a statement to Wareable: “Bragi’s technology suite is applied beyond our own products to partners and headphone brands. The Dash Pro featured groundbreaking ultra efficient AI and software that could be updated with new features such as Amazon Alexa, language translation and personalised hearing. With the sale of our product business, Bragi has completed its transformation into a software, AI and IP licensing company.”

Bragi’s last product was the Dash Pro, a wireless Bluetooth earbuds offering five-hour battery life and real-time translation. It packed over 150 micro-components, a 32-bit processor, and over 27 different sensors. Bragi first made its debut with The Dash on Kickstarter in 2014. The campaign raised over $3 million and allowed Bragi to bring the Dash to the market.

Our Take

The consumer hardware business is definitely a challenging and competitive one. Given the space that Bragi was competing in, it is likely that the company kept facing resource and financial hurdles in developing products it wanted to bring to the market.

Have you ever used any Bragi products? If yes, how was your experience with them?