HMD Global, the company behind Nokia-branded mobile devices, has appointed New Way International as its official distributor for the United Kingdom. The partnership, effective immediately, is designed to expand the availability of HMD’s product portfolio across the UK channel, encompassing retail, business, and public sector markets.
Under the new agreement, New Way International will handle the distribution of HMD’s range of smartphones, feature phones, tablets, and related accessories. The distributor will serve a broad customer base, including retailers, resellers, managed service providers (MSPs), enterprise clients, and public sector organizations.
Initial Focus on Feature Phones
The initial phase of the distribution strategy will concentrate on Nokia feature phones. A significant portion of the early inventory will be drawn from this product category. These devices, which typically retail for approximately £60, have reportedly seen sustained demand in the UK market. This demand is attributed to their value proposition and suitability for specific enterprise and specialist use cases where durability and long battery life are prioritized.
An image released alongside the announcement highlighted this initial focus, depicting a screen with the text “Initial focus will be on Nokia feature phones.”
Rationale for the Partnership
According to statements from the companies, HMD Global selected New Way International based on the distributor’s proven execution capabilities and its established reach within the UK channel network. The collaboration is expected to improve product availability and supply chain consistency, particularly in market segments where reliable access to stock is a critical factor for partners.
For HMD, the expanded distribution network through New Way is intended to provide better support for partners operating in both consumer retail and business-to-business environments. The move aligns with HMD’s strategy to strengthen its presence and service levels in the regional market.
Executive Commentary
Nigel Prince, Managing Director of New Way International, commented on the appointment. “This appointment reflects our continued focus on building a strong, relevant mobile device portfolio for the UK channel,” Prince stated.
He further added, “Working with HMD allows us to support partners with trusted products, consistent availability, and the service levels they need to operate efficiently.” Prince’s professional profile is available on the LinkedIn platform.
Strategic Implications
The distribution agreement supports New Way International’s long-term growth strategy. The company’s strategy emphasizes expanding product choice across different price tiers and use cases, supporting sustainable market demand, and delivering consistent service and availability to its UK-based partner network. For the UK channel, the partnership signifies a potentially more streamlined and reliable supply route for HMD’s portfolio of mobile devices.
Looking ahead, the partnership is expected to roll out across the UK market in the coming quarters. The focus will likely remain on establishing the feature phone supply chain before a broader rollout of HMD’s smartphone and tablet ranges. Market observers will monitor the impact of this distribution change on product visibility and accessibility for both consumers and business customers in the region.
Source: Mobile News
