Redefining consumer electronics: Retrak looks to make tracks in global travel retail

Retrak, a Texas-based brand specialising in retractable accessories, has its sights set on expansion in global travel retail.

The brand’s aim is to redefine consumer electronics by designing retractable accessories that are easy to carry and put an end to cable clutter and tangled wires.

Its portfolio of more than 300 products includes wall, car and notebook chargers, power banks, cables and mobile device and audio accessories for kids and adults.

Retractable Earbuds, said to be small enough to fit in a pocket, extend up to 1.2 metres so users can customise cable length. Animalz headphones include bear, dog, bunny and monkey designs with volume-limiting technology to protect young ears.

Selfie accessories include a Photobooth Kit with 30 props and Video Tool Kit which includes nine accessories including a tripod, wide-angle lens and adjustable LED light.

The Utopia 360° Virtual Reality Headset is new to the Retrak range. Designed to work with smartphones, the headset is compatible with a wide range of apps, has a built-in action button, ventilated form-fit cushion and adjustable dual focus. The headset also comes with Lucidview anti-glare lenses said to prevent eye strain.

Retrak Head of European Sales and Marketing Zoe Langman said the brand’s packaging has been redesigned for impulse and sell-through.

“The retractable element makes us a natural fit in travel retail. Everything we do is designed to be compact, portable and convenient while offering quality build and ease-of-use.

“There is a clear gap in the market for durable, space-saving tech accessories, something more than the standard offering that world travel stores are stocking,” Langman said.

She noted strong sales in airport stores and other travel retail outlets throughout the USA, the UK and the Middle East. Langman said the brand hopes to extend its footprint in Western and Eastern Europe.