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Mobile Fun expands to 12 new markets as it aims to become a global leader in its market

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Mobile Fun has launched websites in 12 new countries, taking its total number of sites to 27 and its global reach to markets as far afield as Australia, Brazil, China and South Korea. The company says it now aims to become the world’s leading retailer for mobile accessories.


Following rapid international expansion, Mobile Fun now sells in countries also including Russia, Saudi Arabia and India. In Australia it is currently recruiting in response to strong demand from the website. Its 27 dedicated local websites use the local language and currency, while the company also ships to more than 50 countries.

The move has seen international revenues climb to the point where overseas websites are now contributing more than 36% of its total order volumes. In the fourth quarter of 2012, Mobile Fun received more than 46,000 orders on its international websites. That’s 57% more than in the same quarter in 2011, and the company is now forecasting full-year earnings of £1.2m.

Richard Moore (pictured), head of international at Mobile Fun, said the new territories were chosen for both existing customer demand and the potential for future growth. “We now have the infrastructure in place to start realising our goal of becoming the leading global online retailer for mobile accessories,” he said. “Our websites for Australia and the Nordic countries were launched in late 2012 and have already exceeded initial targets; our presence in emerging economies such as Brazil and China offers us access to fast-growing ecommerce markets around the globe.”

Now the trader aims to further localise its overseas websites, recruiting internationally and launching local marketing campaigns.

“Our rapid expansion is testament to our successful international strategy,” said Moore. “It’s been a massive team effort.” He added: “But this is just the beginning of the next phase of our international growth ambitions – I’m flying out to Australia next week to begin the process of establishing a Mobile Fun presence down-under.”

Mobile Fun announced last year that it was looking for a buyer to support further expansion plans.

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