Broadbridge Group has launched BerryMae, a fashion and lifestyle brand that brings together clothing, headwear, phone cases and accessories under a single label. The brand is now trading at berrymae.com and is available to customers in the UK and internationally.
BerryMae is the latest addition to the group and its second consumer brand in the phone accessories market, sitting alongside Fun Cases. Unlike Fun Cases, it has been developed from the outset as a lifestyle label, with clothing given equal weight to accessories in both the range and the way the brand presents itself.
Clothing at the centre of the brand
The launch range includes hoodies, full-zip hoodies, crewneck sweatshirts and T-shirts, together with a headwear line of embroidered caps, bucket hats and beanies. Much of it carries BerryMae's own wordmark and cherry emblem instead of the printed patterns used on its cases, which allows the clothing to stand as a product line in its own right and not simply as merchandise supporting the accessories.
This is a deliberate part of the brand's positioning. Clothing and headwear give BerryMae a presence beyond the phone in a customer's hand, and they give the group a foothold in apparel, a category that its existing brands have not previously addressed.
A distinct position alongside Fun Cases
The launch follows the rebrand of Fun Cases in July, which repositioned that business to serve the broadest possible audience. BerryMae takes the opposite approach and is aimed at a clearly defined, style-led and predominantly female customer, for whom a phone case is chosen as part of an outfit and not purely for protection. Operating the two brands side by side allows the group to serve both parts of the market without asking either brand to compromise its identity.
The breadth of the range reflects that positioning. In addition to its clothing and its cases for iPhone, Samsung Galaxy and Google Pixel, BerryMae offers accessories including AirPods cases, iPad folios and watch straps, as well as a home and travel collection.
Developed within the group
BerryMae draws on capabilities that already exist across Broadbridge Group. Its website was designed and built by Webgro, the group's growth and AI agency, and the brand benefits from the experience the group has built up in the phone accessories market since Fun Cases began trading in 2012.
