Hard-won experience and passionate people help us launch products that are unusual and innovative. Our aim is to create truly useful products that you love as much as we do.

Moving forward

New isn’t enough. We aim to only offer products that look amazing, feel great, are easy to use and last ages.


We love a disrupted market where new lifestyles are open to new ideas.

We use customer feedback to create truly useful and effective products.

We are passionate about our products, so going to work is fun.

We work closely together and support each other.

Growing and improving

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.

Blast off!
Happiness begins

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.

Going overseas
Passion by design

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.

Expanding fast
Coming home

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.

Founder & CEO

A great visionary, strategist and inspirational leader. Our company founder has degrees in Economics and Political Science and loves to snowboard and surf.

Chief of Commerce EU, Chief of Investment Department

Overseeing the commercial side of our EU region operations, Alex leads cross-functional teams and several business divisions including investment department.

Chief of Operations

Responsible for the day-to-day running of our global operations, including finance and logistics. Passionate about wildlife, martial arts and ethnic musical instruments.

Chief of Innovations

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.