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Discover how we helped the brand make a splash in Europe.

The Ask

Launching Misfit successfully in Europe

Rapidly-growing wearables startup Misfit had ambitions of expanding in Europe. They wanted to do this without having to hire or manage people on the ground, or go through the complex process of working with multiple distributors in each country to get the product out there. This is where we came in.

The Solution

Bullboat provided a comprehensive platform including sales, marketing, logistics and finance across multiple countries in Western Europe.

We delivered a quick and cost efficient solution ensuring that Misfit products were accessible across key markets.

We used our extensive network of contacts to get Misfit products into the biggest retailers in each country.

Our dedicated team launched the brand using key services that guarantee results, such as PR, POS, merchandising, in store training, localisation and more.

We took care of everything, which meant Misfit could focus more on other things such as product development, branding, digital marketing and finding additional global partners.

Marketing Activity

To drive demand for Misfit products, we combined a total of 8 marketing actions - from launch events, tours and trade shows to store and HQ training to POS, advertising and PR.

Watch the full Case Study


Bullboat has created a sales platform in Europe while keeping our headcount low and sharing our unique products and business culture with European retailers. ”

Sonny Vu, Misfit CEO


We launched Misfit in 10 European countries across 37 retailers


  • Amazon UK
  • Curry’s
  • Selfridges
  • Tesco
  • John Lewis
  • Phones4u
  • Halfords
  • Argos
  • Boots
  • Lloyds
  • Firebox
  • Dixons Travel
  • Carphone Warehouse


  • Amazon DE
  • Expert
  • Mediamarkt
  • Cyber Port
  • Lidl
  • Otto
  • Conrad


  • Amazon FR
  • Fnac
  • Boulanger
  • Orange
  • Darty
  • Lick
  • Collete


  • Elkjop
  • Teknikmagasinet
  • Net on Net
  • Mediamarkt


  • Coolblue
  • BOL


  • Amazon ES
  • El Corte Ingles
  • K-tuin

In just 12 months Misfit had their products in wide European real distribution achieving 85% of the target retailers

Results at a glance

  • 0 Months
  • 0 Retailer Meetings
  • 0 Exhibitions
  • 0 Store Visits
  • 0 Retail Training Programs
  • 0 Press Tours