Rooting for change: Nuwave Channel Partners rebrands to Bitmore

Nuwave Channel Partners, parent company of Bitmore, will be phased out as part of the rebrand

Bitmore, the in-house consumer technology brand of Nuwave Channel Partners, has undergone a major rebranding to reflect its strong sustainable ethos.

As part of the rebrand and a renewed focus on Bitmore, parent company Nuwave Channel Partners will be phased out and fall under the Bitmore Ltd umbrella.

Nuwave Channel Partners and CEO Hoj Parmar are in the process of moving all interests under the Bitmore Ltd name. Bitmore will continue to represent other brands in the travel retail channel including TripClip and Lego.

Bitmore uses recycled plastics and plant-based materials across its portfolio and supports numerous environmental non-profit organisations including 1% For The Planet.

Bitmore is working towards becoming a carbon negative business. It has also applied for B Corp Certification, a key sustainable and environmental accreditation.

As reported, Bitmore was recently listed with Dufry company World Duty Free in the UK, Cellshop Duty Free in Brazil and Mumbai Duty Freein India.

“We wanted to appeal to a more environmentally-conscious customer and world in general — we have done a lot of work in recent times on our branding and company vision,” commented Parmar. “We are also working towards enhancing our sustainability credentials through pursuing B Corp status, targeting carbon neutrality and beyond, establishing strong links with environmental charities and so on.”

Bitmore offers consumer technology and accessories with a sustainable twist

According to the company, the rebrand was done to give Bitmore a clear USP within the consumer technology category. Bitmore is also exploring plans to expand its range across multiple categories.

Bitmore has refreshed all brand imagery and eco-friendly packaging to include QR codes that lead consumers to brand, product and sustainability information.

Bitmore’s new logo features a grey and bright fluorescent colour palette. The new designs will roll out across the brand’s packaging, in-store displays, inflight sales materials and online presence.

The vibrant rebrand will be rolled out across Bitmore’s products, advertisements, in-store displays and online platforms

“We have been building up to this for two years now, starting with introducing environmentally-friendly materials to the Bitmore products, but we also wanted to go much further than that, holistically embedding sustainability right across the company’s activities.”

Parmar added, “The involuntary period we had off due to COVID gave me a lot of time to reflect on what I want out of the company. We are obviously still a for-profit business, but this is not just about making money for me now. We want to make a difference to the planet as well through our activities. It may sound a bit clichéd, but that is just the way it is now. I do feel very strongly about it. I want to leave a positive legacy with Bitmore.”

Food & Beverage The Magazine eZine