STK has said it wants to break the brand in the UK in 2016.
The manufacturer is poised to announce a host of partnerships in the coming months to help the brand have the impact it’s after.
Speaking to Mobile at Mobile World Congress in Barcelona STK’s business development director Henri Salaméh said he wanted to bring the brand home: ’Last year we really said that we wanted to bring STK back home. So this year our focus is to launch the products that cater for the UK which is a developed market. The products we’ve launched and we’ve announced cater for this market. Really what we want to do is to push the products into that market and the region.
‘We’ll be making an announcement over the next couple of months as to who our key partners will be. We’ll reveal our key distribution partners brought in to help deliver our product into the right retail channels.
‘We’ve got a specific demographic, a specific user that we want our products to go to. Those partnerships will really help that happen. From an internal perspective, the social media, the PR, the marketing has really taken a change of formula. We’re using that to educate the consumer about these new products, why those products will be beneficial to them. It’s important to create a social bond between our brand and then to create an emotional bond between our brand and them.
In 2015 STK took the decision to bring its multiple different brands under the one name a process that Salaméh said is now complete: ‘We can say we’ve successfully refreshed our brand. That refresh took most of 2015. We’ve realigned our products, we’ve realigned our formula, and we’ve aligned the marketing collateral and brought the majority of what we do in house. In addition to that we’ve reflected our refresh in our products.
‘This year is all about two things: one developing our partnerships so that we can push our new products into the market. In addition to helping the consumer understand the direction in which STK is headed in.’