New isn’t enough. We aim to only offer products that look amazing, feel great, are easy to use and last ages.
We’ve been experimenting and innovating since 2006. Each new product,
success or failure, tells us more about what our customers want and need.
We made our first sale, a laptop charger. Ecommerce and smart phones barely existed.
Breaking the mold, we made customers our number one priority with a dedicated Customer Happiness division.
We opened our office in Berlin, Germany, to provide reliable consumer electronics to EU customers.
Our Product Management division launched, putting passionate pros in charge of each new product.
New products in home, sports, DIY and electronics took us into 6 countries on 2 continents.
We brought design back in-house, giving us more control over our innovative new ideas.
From idea to reality
Our in-house design experts use our ideas and customer collaboration to create amazing new products that look and feel right, while also being safe and easy to use.
Chasing trends, learning about new tech, spotting disruptive ideas, nourishing talent, analysing our trajectory… the Smart Parts leadership team are busy people.
Overseeing the commercial side of our EU region operations, Alex leads cross-functional teams and several business divisions. Also loves freestyle football.
Responsible for the day-to-day running of our global operations, including finance and logistics. Passionate about wildlife, martial arts and ethnic musical instruments.
Our go-to guy for launching innovative products, he guides our product strategy and builds our portfolio. Boris is an avid foodie and amateur wine critic.
A great visionary, strategist and inspirational leader. Our company founder has degrees in Economics and Political Science and loves to snowboard and surf.