Experience with an accessory is usually the first argument when choosing a new mouse, or the same headphones for the computer. However, no matter how many adventures we go on with our trusty keyboard, we will hardly know what materials were used, under what conditions it was manufactured, how it got to the store or if it complies with certain European standards. This brings us up to Trustwhich has been in that sector for more than four decades. Founded in the Netherlands in 1983, it sells peripherals for video games, work and home usewhile it has been expanding its mid-range offering, which already represents a third of its sales.
Jeroen Hoogland, CEO of Trusttells LA RAZÓN how they decide which products to develop, what problems they encounter in maintaining supply and why ergonomics and sustainability are increasingly important in the design of their peripherals. We also asked him about licensing agreements for video game accessories, the outlook for European technology and the company’s new stage after its purchase by ACCO Brands.
Compete from Europe
Q. Consumer electronics and peripherals are dominated by large American companies and low-cost Asian manufacturers. How can a European firm develop a technological and product strategy that is sustainable in the long term in such a competitive market?
A. We are based in the Netherlands, in the center of Europe, and we have our own staff in the main European markets. Every day, we have direct conversations through our local teams. This allows us to know very well the designs they prefer, how they use computer accessories and what they need from peripherals, both for playing and working at home or in the office. Based on this information, we develop products together with our suppliers, trying to respond to the real needs of the people who are going to use them.
Q. Trust is orienting its catalog towards the mid-range, which already accounts for a third of sales. What changes in engineering, design and user experience have been necessary to convince the consumer that it is worth investing in higher-end products?
A. Entering the mid-range means offering more value to the consumer. We have invested in better materials, design, ergonomics, wireless connectivity, reliability and overall user experience, in addition to increasing resources in areas such as Design, Quality and Product and Category Management. We want to differentiate ourselves in ways that are relevant to the consumer, for example through the licensing agreement between Sony and Trust, and offer quality you can trust. In the reviews published on the internet, our products obtain an average of 4.3 stars.
We have also increased investment in communication and commercial identity of our two lines, GXTrust and Trust, aimed at students and professionals, both in commercial establishments and through sales channels to companies.
Q. Electronic products that do not comply with safety requirements and imported items continue to be sold in the European market through parallel circuits. How does this unequal competition impact companies that do comply with community regulations and what is Trust doing about it?
A. European companies, including Trust, invest significant amounts in security, compliance, testing and responsible sourcing. And indeed, we see that items are sold in Europe that do not respect these obligations, including unsafe products made from prohibited materials. We are working to strengthen enforcement so consumers can trust that products are safe.
At Trust we will always act with integrity towards our clients. We comply with current European legislation and prepare for the provisions that will arrive in the future. This way of working has allowed us to remain in the market for more than 40 years and we want to maintain it for decades to come. We are a reliable company for clients and consumers. In addition, we are proud to have obtained the EcoVadis gold medal for the fourth consecutive year, a recognition that places us among the 5% of the companies best valued by this entity in terms of sustainability.
Suppliers, materials and sustainability
Q. Between geopolitical tensions, component shortages, and transportation disruptions, the supply chain is increasingly demanding more foresight from technology companies. What is Trust changing in its supplier network, packaging and sourcing methods to ensure the availability of its products in Europe?
A. It is important for us to diversify the supply chain and avoid excessive dependence on certain suppliers, resorting to alternatives for manufacturing, components or transportation. Additionally, we are establishing a direct business relationship between Trust and component manufacturers, including chip suppliers, to have greater control of the entire process.
We have also improved our internal procedures. For example, when a component requires long lead times, we provide our suppliers with long-term demand forecasts to ensure stable supply and maintain product availability for our customers. At the same time, we are reducing packaging materials and improving logistics efficiency. Becoming part of ACCO Brands will give us access to a broader international supply network.
Q. Many consumers want more sustainable devices, but are not willing to lose performance, battery life or pay a high price premium. How can recycled materials and more sustainable manufacturing processes be used without giving up these benefits?
A. We believe that consumers should not have to compromise on quality or performance to choose a more sustainable product. That is why we work on different initiatives to offer the greatest possible value to the consumer and at the same time reduce our environmental footprint, maintaining affordable prices. We are talking about using recycled materials, reducing the size of packaging, reducing the energy consumption of devices and prolonging their useful life.
Work from anywhere
Q. Hybrid working has changed the needs of many people who move from the office to home and use multiple devices throughout the day. How are Bluetooth connection, multi-device pairing and the ergonomic design of peripherals evolving to respond to this new way of working?
A. During and after the COVID-19 pandemic, people became accustomed to working from different locations and using multiple devices. That’s why computer accessories need to be more flexible. Bluetooth and multi-device connectivity make it easy to go from a laptop to a tablet or any additional equipment.
As we use more technology, such as artificial intelligence, streaming video or remote work tools, and the interest of consumers around the world in health and well-being grows, ergonomics also becomes more important in computer accessories. For us, a simple wireless connection is already a basic requirement; Superior ergonomics, on the other hand, allow a product to be differentiated. In fact, we now have a range that has received ergonomic certification from Ergocert.
Q. The European Union is introducing new requirements regarding the right to repair, supplier traceability and eco-design. How are these standards changing the development of hardware and the lifespan of Trust products?
A. Several years ago we understood that it was essential to work closely with our suppliers to apply ecodesign criteria from the beginning of the development of each product. We were also among the first companies to offer products certified to GRS and RCS standards, so we learned early to use traceability methods throughout the entire supply chain. This previous work now makes it easier for us to apply the current European standards and those to come.
Superman, video games and licensing agreements
Q. Trust is expanding its catalog of video game accessories through agreements to use entertainment characters and franchises, such as Superman. What do these collaborations contribute to a peripheral company that needs to differentiate itself in such a competitive market?
A. Licensing agreements allow us to differentiate ourselves in new ways and bring technology closer to consumers’ interests. They allow establishing a different relationship between the user and the product, transmit confidence in its quality and offer new design possibilities. They also allow us to reach different audiences, often people who are truly passionate about the character or franchise we use. Of course, the product must offer the quality and performance that gaming fans expect.
The role of European manufacturers in 2030
Q. Looking ahead to 2030, what role do you think European manufacturers will play in the global technology market and where would you like to position the Trust?
A. I believe that European companies can occupy their space in the global market if they understand the needs of their consumers, which are not exactly the same as those of Americans or Asians. This understanding allows them to define proposals that combine design, sustainability, regulatory compliance and commercial identity, in addition to establishing international alliances. Trust will continue to offer quality, durable products, taking advantage of the latest innovations and design trends so that European consumers can rely on them.
ACCO Brands and the new stage of Trust
Q. The acquisition of Trust by ACCO Brands brings its peripheral catalog together with those of Kensington, PowerA and EPOS. How will the operation help the Trust’s expansion and how will its European identity and fair price philosophy be maintained within an international group?
A. I am excited about our incorporation into ACCO Brands and believe that there are different opportunities to continue developing Trust and its product categories. For now we have to wait for approvals from the competent bodies to complete the acquisition. Once the operation is closed, we will be able to define our vision and our future strategy.