In December of last year, the German brand Cherry (mostly known for their extremely popular mechanical keyboard switches) completed the acquisition of peripheral maker . This acquisition has now lead the two brands to merge and form CHERRY XTRFY, as was unveiled in a press release.
The rebrand includes a new name, logo, and visual identity. The newly formed CHERRY XTRFY will focus on offering high quality gaming peripherals and equipment, including existing and upcoming products and product lines.
“The merger of Xtrfy by CHERRY is a prime example of how diversification is crucial in esports. Both companies bring different strengths, networks, and product expertise, which complement each other perfectly. With the fusion of German engineering and Swedish design, this partnership is a match made in heaven, united by a shared love of gaming. As we move forward, we are excited to introduce our new gaming peripherals brand, which is driven by our vision for the future of esports. This vision encompasses diversity and inclusion, as we aim to promote a welcoming and inclusive community where everyone can participate and thrive.”
René Schulz, Vice President Business Unit Peripherals at CHERRY
CHERRY XTRFY’s plans will be further unveiled at an event in Cologne on the 26th of April, with the brand focusing on esports and collaborations with professional and competitive gamers. This is reflected in the new tagline: In it to win it.
“We’re passionate about esports and after years of collaborating with professional players, we’re putting our hearts into growing our presence in competitive gaming. Ramping up our efforts in esports, we’re committed to creating new products that help gamers win. Our dedication is symbolized by the Winner symbol – X – and verbalized through the CHERRY XTRFY tagline: In it to win it”
Joakim Jansson, Managing Director and Co-founder of Xtrfy
Xtrfy has a reputation for releasing innovative and interesting gaming peripherals aimed at professional and competitive gamers and was founded in 2013. CHERRY was founded in 1953 and is known for their excellent keyboard switches that are still the most popular switches in the world.
Here at ProSettings, we’re very excited to see how these two brands will work together and we can’t wait to see the first products that come out of CHERRY XTRFY.