Griffin to streamline portfolio to simplify market message


Accessories manufacturer claims strategy will enable it to be seen as a more trusted partner with retailers and distributors

Griffin Technology is to streamline its product portfolio as part of plans to boost business and its presence across Europe, Middle East, India and Africa (EMEIA).

The new strategy was set out by the US accessories manufacturer’s new managing director for EMEIA Neil Edwards (pictured), who previously spent eight years at Apple overseeing its European retail arm.

Edwards is currently reviewing the accessories manufacturer’s portfolio which covers a number of product categories, including cases for smartphones, tablets and wearables, as well as power banks, charging docks, speakers, USB cables, car chargers, headphones, microphone and laptop stands.

Edwards said reducing the number of product categories will simplify its message to the market, and is currently determining which categories to exit.

“We need to decide if we are offering too much in one category [which can be] too confusing for the consumer. Unless we can be extremely relevant in a certain category, then maybe we shouldn’t be in it.

“We’re looking at what categories we should be in and indeed if there is anything we are missing. This will see us grow and be seen as a more trusted partner with retailers and distributors.”

Griffin will also open a UK-based online store later this year to enable customers to buy its products using pounds and euros. It currently only has a US-based website that enables them to buy in dollars.

It is also targeting non-mobile retailers, such as those specialising in sports and DIY, as it looks to target a wider audience.

Griffin has a sales presence in more than 50 countries and 350 retailers including Carphone Warehouse, O2, Vodafone, Tesco and John Lewis through distributors such as Westcoast and Computers Unlimited in the UK.