Telecom service provider TeliaSonera has invested in electronic accessory start-up Zound Industries.

The company did not share financial details of its investments. The strategy is to better customer experience.

The Swedish start-up markets electronic accessory brands Urbanears, Marshall, Coloud and Molami.

TeliaSonera believes its nation-wide coverage and Zound Industries’ audio accessory lines such as Urbanears headphones and Marshall loud speakers will better audio experience to customers.

In a statement, TeliaSonera said the strategic investment will enable TeliaSonera to bundle in-ear and on-ear phones, headphones, loud speakers and high-fashion cases for mobile devices, together with mobile subscriptions.

“A great customer experience requires not only good coverage and high quality of the devices, but also functional accessories such as Zound Industries’ fashionable headphones and superior quality of loud speakers,” said Lars Roth, head of Innovestments at TeliaSonera.

The partnership gives access to Zound Industries brands Urbanears, Marshall, Coloud and Molami and access to their network of designers, famous brands and artists. The accessories from Zound Industries are today sold in 20,000 stores in 95 markets.