Cool down your fancy notebook: Cooler Master launches a design-focused brand

  • 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 were first to break the story about Choiix.