Posts Tagged ‘Vertu’

Vertu no more

Vertu has wound up.

Was this a case of a string of management failures? This company started at Nokia [sic] in 1998, then sold to a private equity firm EQT in 2012 for more than €200m, then to an obscure Chinese company called Godin Holdings in 2015, then in March 2017 to Murat Hakan Uzan, a Turkish exile based in Paris.

I have only ever seen one Vertu phone in the wild (on a Cathay Pacific flight in business class; she had a 12.9″ iPad Pro as well). I did see a couple of their stores still open and very much trying to flog their wares (Oriental Plaza Beijing, amongst a few others; though I suspect they were not owned by Vertu directly or it takes some time for international foreclosure to work).

FT’s Jonathan Margolis (“UK’s original consumer tech journalist”) sings praises for Vertu. In 2012 he wrote an official company history that was never published as the CEO who commissioned it, departed (warning bells should have already gone off then). Vertu apparently did well under Nokia’s stewardship, and even a year into their new owners; in total they sold 500,000 of their phones.

What struck me as well is how many “luxury” companies bet on China. What China giveth, it can also taketh: “Restrictions on business gift-giving in China from 2014 onwards affected Vertu. The phones were a popular status symbol there. One small city, Wenzhou in Zhejiang province, had two Vertu stores.”

I will respect this one brand aspect: Vertu in its pre-2013 heyday never gave away phones to celebrities. Why don’t more brands realise this? Consumers are getting smarter about product placements.

They apparently also had a niche userbase: Vertu phones from 2002 are said to still work. Updated versions of early voice-and-text-only models were its best-sellers until the end. Many Vertu owners used phones only for calls.

All in, its sad to see a brand I’ve known for so long, reach its demise. It seems like if you owned a Vertu, you were really part of an exclusive club, which is why I never saw many in the wild.