Vision & Strategy

We develop and grow brands through an omnichannel approach, and we operate two complementary businesses: Own brands – including Urbanista, Clckr, Richmond & Finch, Planet Buddies, xqisit, AVO+, and licensed brands such as adidas, Bugatti, Diesel, Superdry and WeSC – and Distribution (traditional retail, enterprises, and online marketplaces). In addition to own and licensed brands, STRAX distributes over 40 major mobile accessory brands and several Health & Wellness brands with an initial focus on personal protection equipment. We sell into all key sales channels ranging from telecom operators, mass merchants and consumer electronics to lifestyle retailers, large enterprises and direct to consumers online.

Business Model


Founded in Miami and Hong Kong in 1995, STRAX has since expanded worldwide. Today, we have over 200 employees in 13 countries, with our operational HQ and logistics center in Germany. STRAX is listed on the Nasdaq Stockholm stock exchange.

Contact Us


Ingvi T. Tomasson Director Founder [email protected]
Gudmundur Palmason Chief Executive Officer [email protected]
Johan Heijbel Chief Financial Officer [email protected]
Frank Hackmann Head of European Distribution [email protected]
Alap Shah Chief Operations Officer [email protected]
Simon Neave Global Sales Director [email protected]

Corporate Behaviour

The STRAX Code of Conduct is based on the ten principles provided by the United Nations (UN) Global Compact and supports the Universal Declaration of Human Rights by the United Nations and the International Labour Organization’s Declaration on Fundamental Principles and Rights at Work. It is complemented by STRAX Anti-Bribery Policy, STRAX Code of Conduct for Suppliers, rules of corporate governance and other relevant policies.

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Careers with STRAX

If you are interested in working in mobile accessories or the health & wellness industry, STRAX is an international leader with offices across the globe – and is therefore a great place to start.

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