Gem-owned accessories specialist Exspect is reaching out to secure new retail and publishing partnerships, following the appointment of industry veteran Tracy Johnson in a business development role.
The company has seen its market share steadily increase in the last few years, largely thanks to award-winning products on iPod and a strategy of becoming the ‘preferred accessories partner’ of key retailers.
Exspect commercial director Neil Meredith said: “Since inception Exspect has looked to provide the accessory space with a level of creativity and product design that takes the company away from the ‘commoditised’ route so much of the market pursues.
“Underpinned by our commitment to quality product and packaging design, partnerships with retail and distribution as well as key manufacturers has provided the bedrock of our business to date.
Now, under Tracy’s experienced guidance we will be extending that partnership through a series of partner initiatives across the scope of the industry.”
Johnson is credited with creating and launching Universal’s Interactive Songbook – which linked music applications with music from the likes of Queen, Oasis, Sting and U2. He has also acted as a consultant for many major games publishers, specifically on music games.
He said: “This is a new and exciting direction for Exspect accessories. We’re targeting the online space through our key online retail partners; across retail through potential ‘own label’ development and also in store where our channel partners will start to show how brand and customer focused design creates a demand for accessories beyond a price and/or promotion-led incentive.”