I'm curious why they chose to launch as a separate brand rather than continuing to use the Anker name for these products. From what i can tell, they have an exceptional reputation for making quality products, it seems weird to throw that away just to enter a new market.
My guess is they feel the brand capital is too invested in "battery chargers" and believe it will be easier to rerun their playbook for building cachet with the new brand rather than risk their current single category focused brand.
