Samsung partners headphone maker Jays for in-store sales

'v-JAYS' headphone series to be marketed alongside selected items.

Taiwan's HTC recently invested $300 million in Beats Electronics in order to secure the rights to smartphone exclusivity of the Dr Dre branded range of headphones, which have become something of a fashion accessory.

It now appears Samsung has taken heed of its rival's move following an agreement with Swedish audio product manufacturer Jays to partner for a series of promotions in February 2012.

Jays boasts a large presence in Asia and Samsung plans to capitalise on this by marketing its v-JAYS headphones across the 691 Samsung stores in Korea as well as a number of other retailers.

Rune Torbjörnsen, CEO of Jays AB, said: "The agreement with Samsung is a great boost for our profile in a key target market. It’s also an incredible endorsement of Jays’ unrivalled quality and our continued success. Coming from the world's largest manufacturer of smartphones it’s a great compliment.

"Our Mobile Music concept has proven to be a very popular initiative and the response has been staggering. We’re continuing with our mission to deliver the highest quality and most musical sound to any media player and this collaboration with Samsung takes us even closer to this goal."