Doro strengthens John Lewis ties with range expansion

Doro strengthens John Lewis ties with range expansion

John Lewis has expanded its Doro product portfolio with the addition of two new handsets; the Doro Liberto 825 and Doro 8030.

The department store has made serious strides in the mobile market in the past six months. Using its strength in selling Apple products the brand has managed to develop its position in the market rapidly. This has come alongside a serious play in the connected home space which has had retailers and manufacturers taking notice.

Brand alignment

John Lewis has kept a fairly restricted roster of handsets, with Doro and Alcatel the only two brands stocked outside of the traditional big names. Doro MD for UK and Ireland Chris Millington explained that the strategic positioning of the two brands offered opportunities for both parties: ‘We’re pleased that John Lewis will be stocking these two devices and that we are growing this already successful relationship. John Lewis is an ideal brand alignment for us as it offers a shopping environment that our user group enjoy – somewhere they can relax and take time over their purchase decision.

‘Our research has shown that other smartphones can be complicated for the user - we therefore wanted to completely redesign our interface to make it as easy as possible and for the user to perform tasks by thinking what it is they would like to do.’

Rowan Binns, assistant buyer at John Lewis, said: ‘We are very excited to be stocking these new products from Doro. Doro is leading the way in simplifying the smartphone experience as well as answering many of the challenges experienced by some of our smartphone customers. Their latest interface, available on the Liberto 825 and 8030, is their most intuitive yet.’

 

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