What does this passage mean?
Gradually, non-snowboarders began to notice the colorful headphones. In 2006, the company started selling them in 1,400 FYE (For Your Entertainment) stores. “We knew that nine out often people walking into that store would be learning about Skullcandy for the first time. Why would they look at brands they knew and take home a new brand instead? We had agreed to buy back anything we didn’t sell, but we were dealing with huge numbers. It’d kill us to take back all the products.”
1. "Why would they look at brands they knew and take home a new brand instead?"
"they" refers to who?
2. We had agreed to buy back anything we didn’t sell
They buy back their own product or product from other brand?
3. What does "we didn't sell mean?"