Cygnett To Use CES To Officially Launch Brand Into U.S. Market

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(More) Cygnett is coming soon to a store near you.

A CE accessory company that outfits Apple devices, laptops and BlackBerrys, Cygnett is already extremely popular in its home country of Australia and plans to use the 2012 International CES in January as its launching pad.

The manufacturer boasts more than 250 products — which it claimed to have developed and manufactured over the last seven months — including cases, bags and stands, as well as earphones, FM transmitters, chargers and Bluetooth keyboards.

Although a selection of Cygnett products can currently be found in the U.S., the company said CES will be “the ideal industry springboard from which to leverage our U.S. presence.”

Sophie Swann, Cygnett’s marketing director, told TWICE, “We plan to make Cygnett’s CES debut exhibition a very special event. We’ve booked an extra-large stand, and we will be displaying a huge range of Cygnett products at our booth (5611) located in the North Hall iLounge Pavilion. We will also be unveiling amazing new products at CES.”

Swann said the company felt its relatively young brand would be suitable for the expanding U.S. marketplace. “Cygnett has a stable network of retail partners built upon established professional relationships that have been in place for years,” she added. “These, coupled with the company’s unrelenting enthusiasm, are the secret to our success in the U.S. so far.”

Cygnett was founded by Swann and her siblings, Tim and Amie Swann, in 2003. Its head office in Richmond VIC, Australia, has about 40 employees, with staff also in the United Kingdom, Hong Kong and Santa Fe, Calif.

When asked how the company will differentiate itself in the crowded CE accessory market, Swann cited, among other things, its strong relationship with Apple, its fast-to-market strategy and its high-quality materials.

In conjunction with its U.S. launch, Cygnett will also undergo a corporate re-branding with an updated logo, a modernized corporate identity and a website redesign later this year.

“Cygnett’s website will undergo a radical transformation to be faster, slicker and more user-friendly, providing enhanced cross-sell and up-sell functionality,” Swann said. “The website will incorporate e-commerce, creating an improved platform for international brand and product exposure.”


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