PRESS RELEASE
Basel, Switzerland 17th June 2016—Misfit, the wearable technology brand specialising in design-forward wearables, announced today that it will be dramatically scaling up its retail presence across Europe and the Middle East over the coming months. Acquired by Fossil Group at the end of 2015, this expansion signals a growing interest and investment in the brand’s growth globally.
Misfit products, including Misfit Ray Fitness and Sleep Monitor, the newest product in the company’s line of versatile and stylish trackers, will now be available widely in consumer electronics, fashion, and jewellery retailers including John Lewis, Dixons and Amazon.
“We’re thrilled that Misfit products, in particular Misfit Ray Fitness and Sleep Monitor, will now be much more widely available in Europe. As we reach out to our growing addressable market, we want to fill the gap in existing fashion-forward wearable technology,” said Niels Van der Valk, Regional Director for CE in Europe, the Middle East and Africa. “Misfit products distinguish themselves from other products in their minimalist, fashionable design, long-lasting battery life, and water resistance. These features make Misfit products the few that are truly wearable and capable of always being on from a user standpoint.”
Misfit Ray, the latest in Misfit’s product suite, was announced at the Consumer Electronics Show in January 2016 to much fanfare. Only 12mm in diameter and 38mm long, Ray’s sleek form factor and clean lines make it uniquely wearable. Ray features a highly customisable cylindrical aluminum body, able to be worn with Misfit-branded or custom accessories on the wrist or as a necklace. Ray effortlessly complements watches, bracelets and fine jewellery. Its elemental, interchangeable design makes it easy to personalise. Ray can be elegant or sporty, sensual or bold, striking or subtle and is currently available in Rose Gold and Carbon Black.
Ray’s minimalist form conceals powerful engineering. It tracks activity and sleep with a 3-axis accelerometer and, like Misfit Shine 2, incorporates a vibration motor that allows for nuanced user feedback. Combined with a single multicolour LED eye, Ray provides inactivity nudges, text and call notifications, and a silent alarm. Like other wearables by Misfit, Ray never requires charging (the user-replaceable batteries last up to 6 months) and is water resistant to 50 meters.
Misfit Ray is compatible with Misfit Link, the groundbreaking software experience that turns your wearable into a remote to connect with the world around you. Communicate with friends, turn on your lights, change your music, take a selfie, and more, all with a few taps.
About Misfit
Misfit invents and designs wearables and smart home products. Misfit brand products including Shine 2, Flash, Link, and Bolt are available at misfit.com and fashion and consumer electronic retailers around the world. To learn more about Misfit, a Fossil Group (NASDAQ: FOSL) brand, please visit http://misfit.com/media.
