Gusto Telecom squeezes the juicer with rebrand

Paul Lipscombe
July 18, 2019

Juice has become Gusto’s flagship brand according to Bennett

accessories distributor Gusto Telecom has rebranded as Juice as it
seeks global growth.

The rebrand on July 1
has seen the company adopt the name of its broad range of
accessories, including powerbanks and chargers.

Founded in 2010 by
current CEO Jolyon Bennett, Juice has products in a number of
retailers in the UK, including Boots, Tesco, Sainsbury’s, Urban
Outfitters, Dixons Carphone, Halfords, Argos and Asda.

Juice leads the way in
the USB-C cable sector, with a 26 per cent market share, ahead of
Tradebrand (24.8 per cent) and Griffin (17.2 per cent), according to
statistics from research company GfK.

Bennett said the
rebranding comes as the Juice brand has gained more recognition among

“Juice is a brand that consumers now recognise and it feels like the right time to change to this name,” he said. “It is our headline brand and represents our transition from a start-up as Gusto to a more renowned brand.”

Sales Appointment

Juice has also
appointed Tony Johnson, former Griffin director of sales for the EMEA
region, as sales director to help drive international growth.

Johnson, who spent 13
years at Griffin, will assist Juice in targeting the American market,
said Bennett.

“We’re mainly in
the UK, Ireland and some parts of Europe and Australia, but want to
target the American market,” he said.

“Tony has joined us
from Griffin and offers a lot of experience. He will be tasked with
growing our business, in particular growing our international

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