Teenage Engineering CEO says it will stop making synths
Jesper Kouthoofd, CEO of Teenage Engineering, announced plans to stop producing all synthesizers, including the iconic OP-1 launched in 2011.
Stock photo for illustration only, not from the actual event
- Teenage Engineering CEO Jesper Kouthoofd plans to stop making all synthesizers.
- The decision includes the iconic OP-1 synthesizer launched back in 2011.
- The shift follows an internal organizational restructuring announced last fall.
- Leadership concluded that physical products are no longer the core business model.
The electronic music community may soon witness a major shift as a recent Highsnobiety interview reveals that boutique hardware maker Teenage Engineering is planning to halt synthesizer production entirely. This potential move comes as a surprise given the brand's long-standing reputation for crafting distinctive audio gear.
According to the report, Teenage Engineering founder and CEO Jesper Kouthoofd informed his team during a reorganization last fall that the company intends to stop manufacturing synthesizers altogether. Notably, this decision applies directly to the legendary OP-1, the device that put the company on the map following its release in 2011.
Stock photo for illustration only, not from the actual event
While the company's proprietary hardware lineup—including the OP-1, OP-XY, EP-133, and TP-7—focuses heavily on audio and music production, Teenage Engineering operates beyond traditional gear manufacturing. The studio is also a sought-after design firm that has previously collaborated with major global brands such as IKEA, Nothing, and Playdate.
"Everyone was like, ‘What are you talking about?’ But I’ve come to the conclusion that, for us, the products aren’t the business. We can be so much more than that."
Jesper Kouthoofd
Stepping away from the music gear market seems counterintuitive since these audio products built the brand's foundation and ongoing success. As of now, representatives from Teenage Engineering have not immediately responded to requests for further comment regarding the announcement.
This reported pivot by Teenage Engineering highlights a strategic evolution for a multidisciplinary design studio. Transitioning away from niche hardware manufacturing toward broader industrial design partnerships and lifestyle collaborations could allow the company to pursue higher-margin and more flexible creative ventures beyond the constraints of specialized music gear production.
Source: The Verge
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