The UK distributor continues to expand its Happy Plugs distribution drive into John Lewis, Harrods, Tekzone at Selfridges, and Liberty as it targets fashion and lifestyle retail locations
Frequency, one of the UK’s best-known distributors of mobile phone accessories and audio products, has announced that it has secured a number of additional premium retail locations for the range of earphones and mobile accessories from Happy Plugs, the Swedish fashion technology brand. Key retailers across the UK and Europe including Tekzone at Selfridges, Harrods, John Lewis, Liberty and Urban Outfitters now range a wide variety of Happy Plugs products in multiple colours. Frequency’s experience in the premium fashion retail channel has enabled Happy Plugs to raise its presence in the UK market significantly. With other luxury retailers including Fenwicks Bond Street and Paperchase adopting the brand and Conran about to range Happy Plugs imminently, Frequency is now viewed as the distributor with the right relationships for fashion electrical brands to get exposure in key UK and European retail locations.
Happy Plugs offers a refreshing outlook to the smartphone accessory and portable audio market, designing colourful products to suit each consumer’s individual personality and style. Happy Plugs are available in 22 vibrant colours for its range of earbuds, in-ear headphones, slim line phone cases, Micro USB and Lightning cables as standard. Additionally, two seasonal colour editions have been launched in line with current fashion trends, including matching flip iPhone cases and iPad book cases alongside the popular Deluxe metallic range.
Immediately obvious to fashion and lifestyle retailers has been Happy Plugs ability to work closely with designers worldwide, as it creates compelling collections that look as good as they sound. This has meant that retailers are now able to range headphones and smartphone accessories within the clothing areas of their stores, which gain extra revenue as customers who would not normally venture into the traditional electrical departments, are investing into these products.
Having worked closely with Selfridges before Christmas 2014, Frequency created a bespoke point of sale unit, which displayed the entire range of 68 Happy Plugs products in a prominent position within the store’s Technology Zone. Not just any POS unit, the bespoke display was psychologically tested to showcase Happy Plugs minimal packaging as well as promote the brand’s premium image and fashion credentials. Since then, Harrods ranged a selection of red and pink earbuds, Micro USB and Lightning cables to support Valentines day celebrations, Liberty is now stocking the full range of earphones and accessories in its store and online, whilst John Lewis is now ranging a wide range of Happy Plugs earbuds and in-ear ‘phones, including the Deluxe models (gold, rose gold and silver) across its UK stores.
With many more fashion and lifestyle retail outlets about to take stock of Happy Plugs products, Frequency is demonstrating that through careful positioning and by creating the right tools for compelling in-store marketing, it is an expert at working with premium and fashion retailers.
Commenting on the success of Happy Plugs, John Willoughby, Managing Director at Frequency, said
“We are delighted that Happy Plugs is now being sold in high-end department stores and is very much being viewed as the everyday technology accessory for the fashion market. We are particularly pleased that through a lot of up front consultation with the right retailers, our ideas are being taken on board and the results have been well above expectation. We are looking forward to working with more like-minded retailers as we increase our scope in this very important market.”
About Happy Plugs
Happy Plugs is a Swedish brand that creates and manufactures stylish smartphone accessories in a wide range of colours. Happy Plugs offers style and quality at the best price and consider accessories for smartphones and tablets as fashion accessories that will suit your personality and style. Happy Plugs are sold at over 6,000 dealers in 56 countries.
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