STRAX presents HUGO BOSS accessories for consumer electronics to stores

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STRAX presents HUGO BOSS accessories for consumer electronics to stores

New HUGO BOSS accessories collection for mobile phones and tablet computers available now
STRAX GmbH signs exclusive three-year distribution agreement with Telecom Lifestyle Fashion BV
Collection for end consumers presented for the first time at IFA 201

Troisdorf, October 10, 2011 – Elegant design, special materials, the highest quality: STRAX GmbH, a specialist for mobile communication accessories, is expanding its portfolio by adding a new range of HUGO BOSS accessories to the mobile devices range. The product series is now available in select HUGO BOSS stores, in the HUGO BOSS online store, as well as in mobile phone provider outlets, Apple premium retailers and in specialist telecommunications stores. The collection, for which STRAX is the exclusive distributor, includes pouches and snap-on cases for smartphones and mobile phones, MP3 players and tablet computers. The new products were presented to end consumers for the first time at the IFA consumer electronics trade fair 2011 in Berlin. Marketing will take place as part of a three-year distribution agreement signed with Telecom Lifestyle Fashion BV (TLF).

"Through our partner TLF's cooperation with HUGO BOSS, we can offer our customers an additional attractive luxury and premium brand," says Gudmundur Palmason, Managing Director of STRAX GmbH. The license agreement was signed between HUGO BOSS and of TLF, a specialist for licensing, design, development, production, marketing and sales of accessories for leading luxury and premium brands in the field of mobile communication accessories. By signing the distribution agreement with TLF, STRAX has exclusively secured the distribution rights for three years.

STRAX introduced the product range in spring 2011 at the exclusive industry gathering MedPi in Monaco and is now bringing the high-quality accessories series for end consumers to stores. In fall 2011, STRAX presented the products in Germany for the first time at the IFA international trade fair for consumer electronics from 2 – 7 September 2011 in Berlin. The collection is now available in select stores.

This very first collection consists of tailor-made accessories for iPhones as well as universal pouches for the most common smart phones, mobile phones and MP3 players. Alongside the accessories for mobile communications, the collection also comprises pouches for the iPad 2. Drawing on trends, materials and designs from the various BOSS collections, a high-quality range has been created that captivates with its surprising combinations of materials and its wealth of detail. The 2011 accessories collection comes in four themes: CONSTRUCTION, EXPLORER, HIGHLANDS and METROPOLIS.

Inspired by modern architecture, the CONSTRUCTION theme convinces with its geometrical patterns and clear layout of lines. Combining the material with leather or decorative prints and patterns from the BOSS men's and women's collections, results in a made to measure product that protects your mobile device, while at the same time ensuring direct access to all its functions. The great explorers of the past provide inspiration for the EXPLORER theme. Robust canvas materials blended with soft, grainy and/or plain leather pay tribute to the world's great pioneers and adventurers.

The Scottish Highlands are unique and mystical landscapes that have often inspired fashion trends over the decades. Fabrics such as Shetlands, tweeds and Donegals all come from this region. The HIGHLANDS theme now puts these characteristic elements into a modern context, combining rough wool fabrics with leather in a refined way. The theme's signature is a subtle herringbone pattern.

The world's beautiful metropolises, where various forms of art, culture and architecture blend together, have been the starting point for the creation of the METROPOLIS theme. The METROPOLIS theme appeals through the combination of decorative seams, high-quality embossed logos or designs, and cool metal trimmings, which contrast with warm calfskin leather.

From September onwards, the products will be available in select HUGO BOSS stores, in the HUGO BOSS online store, as well as in mobile phone provider outlets, Apple premium retailers and in specialist telecommunications stores. STRAX GmbH will be marketing the products in Germany, Austria, Switzerland, France, Belgium, the Netherlands, Luxembourg, Sweden, Denmark, the UK and Poland. The RRPs of the accessories for mobile phones are between 35 and 49 euros, while those for tablet computers are between 69 and 120 euros.