Swedish lifestyle and earphone specialist Sudio is collaborating with consumer technology travel retailer Capi to promote its new Bluetooth concept across five airports in Europe and South Africa.

Month-long ‘Simply music, no strings attached’ promotions, in outlets in Amsterdam, Munich, Frankfurt, Copenhagen and Johannesburg airports, started on 25 October. A leather card holder is offered as a GWP on sales of Sudio products.

‘Simply music, no strings attached’: Sudio introduces its latest earphones

In a move away from wired earphones, Sudio Travel Retail Manager Nils-Fredrik Mörner said the brand has renewed its product range to focus on an increasing demand for Bluetooth audio products.

The new range includes an in-ear earphone Vasa Blå, Tre Sports, on-ear Regent headphone and Sudio’s Klar Active Noice Cancelling (ANC) model. Mörner said the ANC Klar, which has a RRP of US$199, is “challenging the whole ANC category”.

Founded in 2012, Sudio was named after the Phil Collins song ‘Sussudio’ after one of the brand’s founders bumped into the singer in New York as he was trying to untangle his headphones.

Wireless freedom: The joint Sudio/Capi promotions emphasise the brand’s focus on Bluetooth products

The brand revealed its plans to grow in travel industry last year. Mörner emphasised Sudio’s strength in the Asian market, with strong sales in Hong Kong, South Korea and Japan. Sudio collaborates with Heinemann Asia Pacific in two locations at Kuala Lumpur International Airport 2 (KLIA2), is available in two istudio stores at Singapore Changi Airport and its products are also found in selected Relay stores in China.

“Sudio’s presence in Asia is significant and growing but our focus this year has been to grow organically in Europe. Royal Capi-Lux feels like the natural partner to help us achieve that,” Mörner said. He added that Sudio was considering the development of travel retail-exclusive products.

Royal Capi-Lux Managing Director Peter Wiggers commented: “We are excited about our collaboration with Sudio. At Capi, we always search for unique propositions and innovative products to surprise travellers. The Sudio launch in the Capi stores is a perfect example of this point.”

Throughout October, 10% of all sales of pink Sudio products support the Swedish Breast Cancer Foundation’s Rosa Bandet (Pink Ribbon) campaign.