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Who are the Outlaws?

The "Outlaws" are a group of audio/video product designers, engineers, and marketers who have been in the consumer electronics industry for a long time. Together, we have been involved in the design and manufacturing of over 150 different audio and video products. Many of our designs have won industry awards for innovation and value. In fact, if you are an audio/video enthusiast, there is a very good chance that you own at least one or two products that we have designed.

Through the years, we have worked with each other, or competed with one another, and during this time we have become good friends. When we get together at industry shows, we always trade stories about how we've had to compromise this feature, or lower that performance spec, to meet our company's needs.

A few years ago, at one of our trade show get-together breakfasts (where bragging and exaggeration are the hefty side dishes that accompany the bagels and lox and the bacon and eggs), someone brought up the idea of forming our own company. Fantasies were abundant in that "what if" conversation.

We all wanted to design and manufacture products without corporate interference, and deliver them directly to the consumer. If we could accomplish this, then we knew that we could offer the best values in the industry. At that same breakfast, we also concluded that the explosive growth of Internet commerce could make all of this possible. We realized that the Internet was the quickest, most direct way to reach our potential customers. (It was a very long breakfast.)

On that day, we decided to form a new company and a new brand name, a company that would design and produce its own products and sell them only on the Internet.

One of the definitions of an Outlaw is "a person who rebels against established rules or practices - a nonconformist". The term OUTLAW seemed fitting for the name of our new company - a company that would break all the conventional rules of retail commerce.

The Outlaws' Code