EFM has grown to be the third largest mobile accessory brand in the Australian market, experiencing a 79% uplift on the same quarter, year-on-year, according to GfK data for the March quarter.

EFM claims to offer the widest product offering in all core segments, underpinned by market-leading technology, including D3O impact protection, and LiquidNano screen protection technology. Most recently, it leveraged its core values into new technology from Apple MagSafe, providing a raft of new product developments.

“EFM curates its range based on global and localised market trends and utilises leading fashion partners including Material Connexion and Stylus for expert trend analysis and cross-industry insight,” Carl Bonham, CEO of Force Technology International, the manufacturer and distributor of EFM, told Appliance Retailer in a recent interview.

“As Australia launched into 5G devices last year, EFM was first to market with a patented protective case with 5G optimised material which provides maximum protection, without compromising reception and 5G performance.”

The next priority for EFM is ensuring its At Time of Launch (ATOL) program is a success for iPhone 2021. “This range is a milestone event for our sales, product development and supply chain teams, each year,” Bonham said.

“We have several new product developments and partnerships we are working on. We will continue to broaden our supporting range of peripherals, across a wider selection of handset brands. From a product perspective, we have new audio products launching, including the EFM Austin Pro Bluetooth Speaker which recently hit the market.”

When EFM launched into the Australian market, it wanted to ensure customers had an online point of reference to support purchases and interest in the brand, with its brand story, range, and product support.

“Going forward, we have bold plans to augment the omnichannel approach for our sales strategy and will be investing in a new platform, ensuring a heightened user experience, and social media interface,” Bonham said.

Force Technology is also focused on enhancing its retail strategy with significant investment in space and category management.

“Utilising the world’s leading space management tool, Spaceman, Force will augment its three decades’ experience working with retailers to ensure in store, return on capital, is optimised for all key partners.

“We remain firmly committed to traditional bricks and mortar retail, and Covid-19 has shown the resilience of these channels. However, we also work closely with leading retailers on their online strategies as they grow and enhance their online offerings.

“We are also actively driving in store executions with bespoke marketing programmes, and driving brand awareness through sponsorships, with the likes of the Melbourne Vixens of the Super Netball League,” he said.