I NEWS I Experts in
I NEWS I Experts in sustainable family entertainment More of an informal guided tour than a press conference, Expert SE demonstrated its family-oriented strategy and renewed sustainability mission, continuing the "we Kendo better" initiative established last year for the 40th anniversary of Kendo, its own-brand product portfolio, unique in the electronics retail trade. Acknowledging IFA Berlin's status as the most important trade fair for the company, Frank Harder, board member for sales, marketing and e-commerce at Expert SE, presented a new brand strategy and new products too. "We have built and established Kendo as a trusted brand over the past 40 years. With our new premium design and contemporary specifications, we are now presenting Kendo [as being] even younger and more modern. We are convinced that we can offer our customers attractive added value with our Kendo products," Harder said. In terms of price, the Kendo products are in the entry-level to mid-price segment, without sacrificing highquality materials and high standards in the area of sustainability. “The topic of sustainability is very important to Expert, and is constantly being expanded. The conscious handling of the topic is also reflected in the sustainable materials in our new products," explained Holger Pöppe, department manager for brown goods at Expert SE. As well as plasticfree outer packaging, all new Kendo products are produced in a plasticneutral manner, in co-operation with the Plastic Free Planet organisation, using plastics removed from the ocean and recycled. expert's IFA 2022 display sees new products from 20 different exhibitors, Family entertainment at the forefront of expert's IFA hall including Lego, on show in Hall 7.2a. Own-brand launches include the Kendo Partybox, a large, powerful Bluetooth party speaker with LED light effects that change to the rhythm of the music Hall 7.2a / Stand 101 6 IFA INTERNATIONAL • TUESDAY 6 TH SEPTEMBER 2022 news.ifa-berlin.com
I NEWS I ADVERTORIAL SumUp pays it forward The company has pledged to donate 1% of its revenue to support environmental, educational and entrepreneurial causes Fresh 'n Rebel founder and chairman Pim Schoonenberg IFA Opening Round Tour at the booth of SumUp Services Franziska Giffey, Governing Mayor of Berlin (m.l.), Alvaro Arentsen, Trade Marketing Lead Europe SumUp Services GmbH (r.) Founded in 2012, SumUp is the financial partner for more than four million small merchants in over 35 markets worldwide, helping them start, run and grow their business. At IFA Berlin, the company has a range of products on show - including small portable card-readers, optimised for smartphone payments, and slimline touch-screen checkout terminals. Through its SuperApp, SumUp provides merchants with a free business account and card, an online store, and an invoicing solution, as well as in-person and remote payments seamlessly integrated with SumUp’s card terminals and point-ofsale registers. SumUp says it is committed to leveraging its success to make the world a better place, and has pledged to donate 1% of its revenue to support environmental, educational and entrepreneurial causes. The company website has a series of posts offering invaluable business advice, free of charge, demonstrating a philanthropic desire to help. In 2022, SumUp was recognised as a Top Global Employer for the LGBTQ+ community by the Stonewall Workplace Equality Index. Claiming to believe in the "everyday heroes", part of the company's message is "Whether you’re a street food vendor, a salon owner or a sales assistant we want to make technology that anyone can use and everyone has access to. We’re there for the smallest of businesses." The SumUp team have been kept busy on their stand; one notable visitor this weekend was Franziska Giffey, the Governing Mayor of Berlin, who had a very close look at the most advanced card terminal: the SumUp Solo Hall 11.2 / Stand 106 Take Fresh 'n Rebel's hearing test for tailor-made music Fresh 'n Rebel is offering tailormade music to people's ears, with its special sound booth at IFA 2022 Attendees are invited to step inside the soundproof studio and take the Personal Sound app test to check their hearing. A selection of songs is then played, with all sounds and frequencies specifically tailored to the listener's hearing. Founder and chairman Pim Schoonenberg said: "The feedback has been amazing. For some people, the change is small, because they have good hearing, but for others they are so surprised and say it is incredible what they can hear." The company's standout product, Clam ANC headphones, launched last year, but could not be presented in a live environment due to the pandemic. Now, consumers, distributors and retailers alike are trying out the unique technology, along with the new Bolt L2 speaker and Twins ANC Earbuds. Making his eighth appearance at IFA, Mr Schoonenberg said: "Now we are finally back at IFA and I am very happy that we came. We have had so many meetings, and the quality of those who are here is very good." Outside the halls of the trade fair, the brand is developing the latest Clam Elite product, which is set to launch in the second quarter of 2023. "This product is completely different to any other of its kind in that it has a very institutional user interface," Mr Schoonenberg explained. "People are always struggling with buttons on headphones, but we have come up with a really cool invention with buttons that you can turn and feel intuitively" Hall 4.2 / Stand 105 IFA INTERNATIONAL • TUESDAY 6 TH SEPTEMBER 2022 7
