Frequency signs EU distribution agreement with Gusto


Accessories distributor to supply European retailers with company’s Juice charging products

Frequency Telecom has signed a deal with Gusto Telecom Solutions to exclusively supply European retailers with its Juice charging products.

There are six products in the range, which are packaged in Juice cartons. The iPhone charger has a green cable, the BlackBerry charger has a blue cable and the universal charger has an Orange cable, with a compatible car charger for each.

The chargers, which launched in November, are priced at £14.99 each and are currently available in more than 1,000 outlets in the UK across Dixons Store Group (DSGi) O2, John Lewis, Fonehouse and Jersey Telecom.

Frequency’s other European distribution agreements include those with smartphone case manufacturer Case-Mate, and headphone brands JAYS and Motörheadphönes.

Gusto managing director Joe Bennett said: “When looking for a partner to build our brand in the EU, Frequency was the obvious choice, having demonstrated time after time that its routes to market and relationships are second to none.

Crucial to our success was that whoever represented Juice must have the right experience in building brands across a wide cross section of retailers. Having viewed the huge success Frequency has generated with its phone accessories and audio brands, it was an easy decision for us.”

Frequency sales and purchasing director John Willoughby said: “Not only do the products look great and work well, but they also bring a touch of style to the charger market and the imaginative way they are packaged allows us to reach out to a very wide retail channel.

“Juice is the ideal fit for our product portfolio and continues to display Frequency’s ability to spot exciting niche products that have real business potential.”