Audio / Wearables
Perfecting European retail for Shokz.
How nonplusultra drove 200% YoY growth for four consecutive years: from niche product to 180+ retail partners across Europe.
“We opened on almost 110 stores within four months — which surprised me a lot at the time. I don't think there's any distributor or agency doing a better job than nonplusultra.”
Challenge
Scaling bone conduction headphones into Germany's major CE retail is harder than it looks. Field sales in Germany means a professionally managed team visiting store managers every single day: each visit an important meeting, not a routine check-in. Breaking into MediaMarktSaturn and building a high-end brand through key retailers required both the right distribution strategy and the right field operation at scale.
Approach
nonplusultra led the retail expansion strategy across EMEA: identified the right retailer mix, secured shelf placement, and deployed a professional field team to drive in-store demonstration and sell-through. A targeted training programme ensured retail staff could articulate the Shokz difference convincingly. The partnership has continued to deepen since 2019. Shokz has actively benchmarked nonplusultra against alternatives and renewed every time.
Outcome
Shokz delivered 200% year-over-year growth for four consecutive years (2021–2024): from a niche product to consistent placement across 180+ retail partners in 8+ European markets, including MediaMarkt, Saturn, Fnac, and Currys. The nonplusultra field programme built product conviction at store level and positioned Shokz as the category leader in open-ear audio.
Services delivered
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