Misfit expands retail presence across Middle East

Wearable-tech brand launches new fitness and sleep monitor

Tags: United Arab Emirates
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Misfit expands retail presence across Middle East Misfit products, including Misfit Ray Fitness and Sleep Monitor, will now be available in retail outlets across ME.
By  David Ndichu Published  July 21, 2016

Misfit, the wearable technology brand specialising in stylish wearables, has announced that it will scale up its retail presence across the Middle East in the next few months.

Acquired by Fossil Group at the end of 2015, this expansion signals a growing interest in the brand’s growth regionally.

Wearables are gaining ground – according to the International Data Corporation (IDC) the wearables market is set to be worth USD 56 billion by 2020. In line, major players are now expanding their presence in promising regions.

“The region is growing in importance to technology providers, and it is about to see the launch of a whole new wave of wearables. The fact that wearable technology devices are convenient, lightweight and small forms of mobile gadgets that allow people to complete various types of tasks adds to their draw,” said Niels Van der Valk, Misfit’s regional director for CE in Europe, the Middle East and Africa.

Misfit products, including Misfit Ray Fitness and Sleep Monitor, the newest product in the company’s line of trackers, will now be available in consumer electronics, fashion, and jewelry retailers across the region including Virgin Megastores, Jumbo Electronics, Al Yasra and Namshi. Only 12mm in diameter and 38mm long, Ray 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 six months) and is water resistant to 50 metres.

Misfit Ray is compatible with Misfit Link, the software experience that turns your wearable into a remote to connect with the world around you. The technology allows you to communicate with friends, turn on your lights, change your music, take a selfie and more, all with a few taps.

“We’re thrilled that Misfit products, in particular Misfit Ray Fitness and Sleep Monitor, will now be much more widely available in the Middle East. As we reach out to our growing addressable market, we want to fill the gap in existing fashion-forward wearable technology,” adds Valk. “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 being always on from a user standpoint.”

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