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As the official authorised distributor for HMD Global in the UK, New Way International is bringing partners a stronger, more practical selection of genuine Nokia and HMD devices. This includes fast-selling feature phones and an expanding lineup of HMD-branded smartphones. The partnership creates real commercial advantages: steady demand, healthy margins, and low-risk inventory that moves quickly without high returns.
Feature phones continue to hold strong in the budget segment. While smartphones dominate headlines, many customers, especially in retail, emerging segments, and specific business use cases, still prefer simple, durable devices. Global feature phone shipments remain in the hundreds of millions annually, with steady (if moderate) growth projected through the decade, driven by affordability, long battery life, and reliability in tough conditions.
In the UK and Europe, these phones perform well because they solve everyday problems smartphones often overcomplicate: distraction-free calling, weeks-long battery endurance, rugged builds that survive drops and daily wear, and low total cost of ownership. Retailers and resellers benefit from high turnover in the sub-£100 price band, where competition has thinned, and margins are more sustainable.
HMD (the company behind Nokia-branded devices) has seen double-digit growth in feature phone volumes in recent years, even as the overall market matures. This reflects consistent consumer and business demand for value-driven options.
Our authorised access gives you a vibrant, proven range that sells reliably:
- Nokia 105 series (Charcoal, Cyan, Red) – Ultra-basic, up to 22 days standby, splash-resistant, FM radio + torch. Ideal impulse buys and low-maintenance stock.
- Nokia 110 4G (Blue, Purple) – Adds 4G speed, loud speakers, Bluetooth, and a basic camera. Great for users wanting a step up without smartphone complexity.
- Nokia 225 4G (Dark Blue) – Premium feel with curved edges, music playback, and long battery. Strong in retail bundles.
- Nokia 235 4G (Black, Purple, Blue) – Modern touches like a 2 MP camera and Snake game nostalgia.
- Nokia 2660 (Black, Blue, Lush Green) – Flip design with large buttons and clear audio.
- HMD 2660 Flip (Black) – Elegant mirrored finish, no social media distractions.
- Nokia 3210 4G (Grunge Black, Y2K Gold, Scuba Blue) – Iconic reboot with bold colours that catch the eye.
These models appeal across demographics: elderly users, frontline workers, education settings, backup phones, digital detox needs, and budget-conscious buyers. Bright colours boost shelf appeal and impulse purchases. Low return rates and steady repeat demand make them excellent for margin stability.
The portfolio now includes HMD-branded Android smartphones like the Pulse series (Pulse, Pulse+, Pulse Pro) and rugged XR21 models. Key strengths include:
- Affordable entry-level pricing with solid specs (e.g., 6.6-inch 90Hz displays, 5000 mAh batteries, up to 50 MP cameras in higher variants).
- Repairable designs (easy screen and battery replacement) – reducing long-term costs and supporting sustainability trends.
- Extended software support and reliable performance for everyday tasks.
This lets retailers offer a complete value ladder: from ultra-simple feature phones to capable entry/mid-range smartphones under one supplier. Customers upgrade naturally, and partners capture more of the wallet without stocking premium brands that demand higher investment.
Through this authorised partnership, New Way International delivers:
- Genuine, warranted stock – full manufacturer backing, no grey-market risks.
- Competitive bulk pricing – structured to protect and grow your margins on volume.
- Fast, reliable UK logistics – same-day dispatch options and dependable lead times.
- Flexible commercial support – test orders, large rollouts, invoice & hold, rebates where applicable.
- Live visibility – B2B portal for real-time stock checks and quick decisions.
- Dedicated account management – fast quotes, allocation priority, and market insights.
In a market where premium smartphones squeeze margins and supply chains remain unpredictable, this range offers stability: products that sell consistently, require minimal marketing push, and deliver predictable profitability.
If you're a retailer, reseller, marketplace seller, or channel partner looking to strengthen your value segment in 2026, this partnership is designed to help you win.
Let's discuss how these devices fit your range.
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