Dutch ethical electronics manufacturer Fairphone is expanding its presence in the US market with its audio products. This is huge news for those who have followed the company's development in Europe for years and watched its move to the United States.
Fairphone is launching the Fairbuds XL on-ear headphones first, securing an initial partnership with Amazon to manage sales and distribution. More than 90 percent of phones sold in the country go through major mobile operators, and certification and integration into these systems is a complex and long-term task.
Fairphone CEO Raymond van Eck confirmed that the phone's launch is being carefully planned. Starting with headphones has a much lower barrier to entry. This allows users to become familiar with the brand's core mission and commitment to repairability before committing to a full smartphone ecosystem.
I would say the biggest factor driving this expansion is the Right to Repair movement in the United States. We've already seen consumers and legislators push back against the products. that are difficult or impossible to correct. This creates a clear opportunity for a company like Fairphone.
Van Eck noted in Post on LinkedIn that the Fairbuds XL over-ear headphones are “made from responsibly sourced materials, designed for easy DIY repair, and offer superior audio quality,” which is why the company goes to great lengths to prioritize easy repairs. Fairphone appears to be betting that Americans are willing to buy products designed to last.
Fairbuds XL seems like a great product to start with. If your battery runs out or your earcup fails, you can replace the component yourself rather than throwing out the entire device. The company has set itself the ambitious goal of selling at least as many audio devices in the US this year as it sold in Europe last year.
It wouldn't be surprising if this was a way to market the Fairphone smartphone itself and move to the United States on its own. The company's newest device is Fairphone 6, recently launched in the US through a partner. The phone typically comes with eight years of full device support. It's a long-standing commitment that puts other Android manufacturers to shame. It also comes with a five-year warranty and a parts guarantee until 2033.
This is exactly what we need to force other manufacturers to offer better deals. However, while the hardware is top-notch in terms of repairability, the company is known for a much slower release schedule for Android and security updates. This shouldn't be an issue for those who want the Fairbuds XL, but it's something to keep in mind.
In Europe, Fairbuds XL retails for €249. We don't yet know what exact prices will be in the U.S., in part because the 34 percent tariff will affect the price structure. However, the company is likely using this partnership with Amazon and Fairbuds XL as a crucial step towards becoming a household name in the States.
Source: Reuters by using 9to5Google
