Emerging smartphone giant OnePlus expands into 16 European countries

10 Mar 2015

Europe’s smartphone market may get an interesting shake-up with news that fast-growing Chinese smartphone maker OnePlus is moving into 16 new European countries, including Ireland.

Starting today phone buyers in Bulgaria, Croatia, Cyprus, Czech Republic, Estonia, Greece, Hungary, Ireland, Latvia, Lithuania, Luxembourg, Malta, Poland, Romania, Slovakia, and Slovenia will be able to purchase both the Silk White 16GB or Sandstone Black 64GB One along with accessories.

“In line with our other markets, users can buy the One during our 24 hour open sales every Tuesday or with an invite,” the company’s co-founder Carl Pei said.

The company’s founding principle is to balance high-end quality with lower prices for smartphones. The company unveiled its first device, the OnePlus One, on 23 April 2014.

Never settle

OnePlus whose motto is in fact “Never Settle” is one of those fast-growing Chinese smartphone makers that have been growing at an extraordinary rate. In the past year the company grew its employees from 30 to 700 as the company now targets India and Indonesia as well as 17 other countries.

“We are growing so rapidly because we want to bring the OnePlus One, and all OnePlus products, to as many people as possible,” the company said.

“It’s why we have been so global from the start. Originally launching in seventeen countries across North America, Western Europe and East Asia, we made an effort to reach as many users as possible. Since then, we have expanded to both India and Indonesia. Now, OnePlus is very excited to include the expansion to the whole of the EU by shipping to 16 more countries.”

The interesting thing about OnePlus is its online sales model and the company said that it is confident it has the logistics in place to provide a “top notch” experience for EU smartphone buyers.

Pei will be hosting small launch events in Warsaw, Prague and Budapest where fans of OnePlus will get a sneak peek at the forthcoming OxygenOS.

The company said the European expansion precedes the Q3 launch of a new product category launch in April and the launch of the OnePlus 2 in the third quarter of 2015.

OnePlus, which was founded in 2013 by Peter Lau and Carl Pei in Shenzhen in China is known for its edgy and controversial marketing campaigns.

One promotion entitled “Smash the Past” urged users to destroy their old phones for a new one for just US$1, but ran into problems when people began destroying their old phones before the promotion began. Another “Ladies First” campaign aimed at providing precious invites to female forum members was halted after it emerged it was set up by a few rogue employees.

From today the 16GB One will be available for €269 and the 64GB One will be available for €299.


John Kennedy is a journalist who served as editor of Silicon Republic for 17 years