US toy firm Propel RC landed in the UK in October, and the company has told ToyNews that the UK is key to its international growth plans.
The company has established itself as the number one premium RC brand in the US and believes it can enjoy similar success in the UK.
“The Propel brand is built upon innovation, quality and the very best after sales customer service, which is what has enabled us to be the market leader within the American RC space,” Carl England, head of Propel’s UK division, told ToyNews.
“Key to us now is international growth and we believe the UK to be the most important market for us to begin that journey. UK retailers and consumers expect premium quality and customer service, and that is what we can offer to invigorate the UK’s RC category.”
Propel RC has chosen the UK as the firm believes its line of premium products will strike a chord with UK shoppers.
“For American brands, coming to the UK offers an easier route for international expansion than other markets, for obvious reasons, such as language, and in a lot of cases, taste and perception,” added England.
“We have chosen the UK as our first international market, not only because of this, but we also believe the UK customer will understand and want our great products. The UK customer, like the American one, is very exacting nowadays, they want performance and after sales care, which in the RC market isn’t always ‘gold star’.
“At Propel, we have made customer service one of our USPs. We provide a dedicated customer service team, that are available via a local call rate telephone number, to answer any queries, discuss how our customers can get more from their purchases, and offer free replacement parts for a year. We know our new UK audience will just love that.”
But having enjoyed such success in the US, can Propel become the number one premium RC brand in the UK?
“There really is no reason why not,” England told ToyNews.
“We have items in the US that have blown the competition away. We are bringing this to the UK, backed with solid testimony of incredible sell through and the lowest returns in the American RC industry.
“For the first time, using two different speed settings, a 10” helicopter can fly indoors and outdoors. With this great technology, the Speed Star is our number one item in the US and is hobby grade, but for a £69.99 price point. We really think we have identified the hybrid ‘Tobby’ category – all the fun and technology of Hobby, but at a volume toy price.”