CHERRY secures major listing in UK with Currys

CHERRY XTRFY, the specialist in high-quality gaming products has secured a listing with Currys. CHERRY XTRFY products are available online from today and will be available in 70 Currys stores by the end of 2024, kicking off with the Birmingham store today.

Currys will initially launch with five products in the CHERRY XTRFY range; including keyboards, mics and mousepads and most notably the brand new series of wireless M64 and M68 gaming mice.

CHERRY XTRFY has previously seen success with market-leading Nordics electronics retailer Elkjop, which is part of the Currys group. They have taken the business model and applied to the UK partnership with the ambition to achieve repeat success.

Oliver Kaltner, CEO at CHERRY SE, says: “The CHERRY XTRFY brand has a reputation built on quality, innovation and relevance. We are delighted to work with some of the best in the business to produce market leading gaming products, so it was a natural fit to work with a top class retailer like Currys. We now have the opportunity to introduce more UK gamers to the CHERRY world thanks to the instore expert knowledge of the Currys customer teams and its nationwide online presence.”

Robin Bithrey, channel marketing manager for Cherry Europe GmbH, says: ‘Securing a listing in Curry’s has been a pivotal moment for the CHERRY brand here in the UK. We know Curry’s offer unmatched expertise and are renowned as one of the UK’s leading retail companies when it comes to tech. We look forward to seeing our relationship with Curry’s continue to develop and the opportunity to share more products with the UK consumer.’

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