Press releases
STRAX to market mobile device accessories of fashion label Diesel
- Increased commitment in the sector for fashion accessories
- Distribution agreement with importer Synthem for Diesel products
- Accessory range includes around 30 lifestyle products
Troisdorf, April 14, 2011 – STRAX GmbH increases its commitment in the
sector for fashion accessories for mobile communication devices: the
specialist provider for mobile device accessories has secured exclusive
distribution rights for a new collection of accessories designed by the
fashion label Diesel in a three‐year contract with importer Synthem BV.
According to this agreement, STRAX will take over the distribution of the
around 30 Diesel products for mobile devices in Germany, Austria,
Switzerland, the Benelux states, Sweden, Norway, Denmark, Finland and
Poland. The new collection comprises bags, sleeves and covers for mobile
phones, smartphones and tablet PCs and will be launched in May of this
year.
"This new partnership with Diesel is another step into the high‐growth
segment for mobile communication fashion accessories for us", explains
Frank Hackmann, European Sales Director at STRAX and regional manager
for the Alpine region, the Benelux countries, Germany and Poland. Further
partnerships of this kind are in the pipeline later this year: STRAX has
acquired the distribution rights for other fashion labels as well, including
Ed Hardy, Paul Frank and Bugatti.
After Diesel initially started a collection of mobile communication
accessories for Apple in 2010, the fashion label is now introducing their
first product series for a universal device spectrum. STRAX will supply the
shops of network operators, Apple premium dealers and telecom specialist
dealers with the new accessory series as part of their sub‐distribution
agreement with the Dutch manufacturer and marketing specialist Synthem,
who has developed the product range in close collaboration with Diesel
and holds their marketing licenses. For the kick‐off of the new partnership,
a total of 30 lifestyle products for mobile communication devices will hit
the European market in May. The product range will be initially presented
at the STRAX stand at MedPi, the international industry fair for information
technology, telecommunication and new media in Monaco (May 17 ‐ 20).
The new Diesel product portfolio includes stylish mobile phone bags and
covers, tailor‐made hardcovers and sleeves for the iPhone and for various
Blackberry models. Also presented are bags and sleeves in universal sizes
(S, M and L) made from denim or real leather, compatible with the most
popular smartphones, mobile phones and MP3 players. In addition to
mobile phone accessories, Diesel also produces sleeves and bags in denim
and real leather for the iPad and the Samsung Tablet PC. "In addition to
design aspects, Diesel assigns particular emphasis to superior product
quality and function in the manufacture of their accessories", adds Mr.
Hackmann.
The Italian fashion label Diesel was founded in 1978 by Renzo Rosso. The
company has its roots in the denim segment. With an annual revenue of
over USD 1.4 billion, the company has grown to a formidable and
comprehensive lifestyle brand: the label’s textile collections include fashion for men, women and children, as well as shoes and bags. Other Diesel
ranges include sun glasses, fashion jewellery, perfume and furniture.
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