Cooler Master prepares itself for a big push into the the mainstream accessories market. After seeing that the Cooler Master brand isn't getting a lot of traction, the company decided to launch a separate brand that will focus on a different market segment.
The name of the brand is Choiix, which should be pronounced either cho-iks or sho-i-ks (the name is based on the French word choix, which means choice in English). The idea behind the brand is to bring the best in-house designers and melt them with famous designers to coem up with fancy notebook accessories.
The first products aqre scheduled to launch at Computex. The guys from IT-Review.net were first to break the story about Choiix.