Unlock APAC

Unlock is a UK & Hong Kong based company which helps innovative consumer electronics accessory brands launch, or expand, in EMEA & APAC regions. We have worked with some of the world's most recognisable accessory brands to help them lay world class foundations. Key areas of expertise lie in creating and executing a strategy for both regions. We appoint the best distribution partners, secure retail placements in the right channels and underpin this with a smart approach to Amazon and online. We support our clients with advice on packaging, compliance, certifications, pricing, contracts and logistics. Put simply, we are a smart alternative to hiring your own team and can help accelerate your journey in EMEA & APAC.

Founder & Director

Sphero

Responsible for all retail/online/education sales in the APAC region.

Sales Director APAC

Channel Facilities APAC Ltd.

Channel Facilities APAC is a sales consulting and brand expansion company helping you to break through the distribution clutter and deliver results that shape your reputation, build your brand and move your business.

Our team is composed of brand architects who are skilled in building effective business strategies for both emerging and established brands within the Asia-Pacific market. Our passion is geared towards the launch of products that are innovative and/or design focused.

We also believe that the definition of success resides in people and partnership, which is why we’ve built up for 5+ years some long relationships with well-respected distribution and premium retail partners in order to bring a careful attention on your brand expansion.

We are located in Hong Kong that we think to be the perfect hub-city in Asia-Pacific to help you achieve your business growth objectives and become a world-class brand.

Channel Facilities APAC becomes your remote partner in Asia-Pacific managing your brand expansion from bottom to top at a controlled pace.

Founder and Managing Director

Business, Product and Sales Consulting

Provide a broad variety of consultancy services via recognised expertise and experience in Business, Product and Sales management
•	Introduction and launching of new brands and product lines into the APAC market
•	Development of business plans, commercial strategies and brand awareness
•	Sales, operations, administration, key account and customer relationship management

Business Consultant

Native Union

• Strategically planned the geographical layout of the brand distribution in APAC and implemented the relevant successful strategies for achieving set sales targets through existing and new channel distributors.

• Directed the collaborative Sales & Marketing and Product Development, annual and long-range brand planning cycle.

• Developed & implemented consumer communications strategies across the APAC region in collaboration with brand principals.

Head of Sales - Asia Pacific / Middle East

• Launched and successfully distributed Native Union brand in 14 International Markets: France, Belgium, Spain, Turkey, Greece, Thailand, Malaysia, Philippines, Australia, Indonesia, Singapore, Japan, Mainland China and South Korea.

• Achieved a total turnover of 3 Million USD in 2011 and 5 million in 2012.

• Managed and built strong relationships with distributors and premium retailers in the industry through business trips and attendance to international trade shows.

• Established the brand positioning among a diverse network covering IT, CE, Telco, Design, Gift and Fashion channels.

Business Development Manager

Aimer Group

• Supervised the implementation of new Aimer stores in Saudi Arabia, Singapore and Hong Kong.

• Participated to the creation of a new membership program for clients of the brand in abroad markets.

• Identified and liaised with other lingerie brands to offer them ‘ODM’ services and production facilities.

🌟 Crafting Success at the Intersection of Passion and Expertise 🌟

Bonjour! I'm AJ, a dynamic and driven professional with a passport full of experiences and a heart set on making waves in the world of business. Originally hailing from the picturesque landscapes of France, I've found my current home and hustle in the vibrant metropolis of Hong Kong.

My journey has been a tapestry woven with threads of innovation, quality, and technology, influenced profoundly by the titans of industry I've had the privilege to work alongside. With over a decade of diverse experiences under my belt, I've navigated the intricate landscapes of Consumer Electronics, Toys, Education, Design, and Fashion, leaving a trail of success in my wake.

What sets me apart? It's not just about the titles or accolades—it's about the relentless pursuit of excellence. Armed with a robust skill set encompassing sales, marketing, product lifecycle management, and supply chain expertise, I thrive on immersing myself in every facet of a business to drive unparalleled success.

But beyond the boardrooms and sales pitches, I'm a staunch believer in the power of storytelling—the heartbeat of brand building. I place great emphasis on cultivating genuine, sustainable relationships founded on trust and integrity, because I understand that true success is built on a foundation of authenticity.

When I'm not charting the course for business triumphs, you'll find me embracing the great outdoors, whether it's pounding the pavement on a morning run, conquering mountain trails, or pushing my limits in fitness training. And let's not forget my wanderlust—my passion for travel not only fuels my adventurous spirit but also enriches my global perspective, seamlessly aligning with my professional pursuits.

So, why wait? Let's connect and explore the boundless opportunities to collaborate and co-create success together in the Asia-Pacific region. Whether you're a fellow trailblazer or a kindred spirit, I'm here to turn visions into victories. To contact me, you can drop me a DM or email me on aurelien@unlock-apac.com.

Aurelien Joly

SharkNinja

National Account Manager

ASBIS

Led the market introduction of an award-winning range of smart home and SDA products across the UK and Nordic regions, achieving significant milestones in both territories.

UK Market Achievements:

Strategic Retail Partnerships: Secured a landmark 50-store placement with Curry's and facilitated key online and in-store launches with Costco UK and Selfridges for our seasonal heater product.
Account Management & Growth: Managed and nurtured existing SDA business relationships with prominent UK retailers, including Robert Dyas, B&Q, Appliance House, and Frasers Group. Successfully increased SKU count while implementing strategies to boost sell-through rates, such as rate card activations and close collaboration with PR and marketing teams.

Sales Analysis & Compliance: Regularly analysed weekly sales out reports to monitor performance and identify trends, ensuring data-driven decision-making. Conducted frequent reviews of web listings across retail partners to ensure compliance with brand guidelines and optimised product visibility.

Nordic Market Expansion:

Territorial Growth: Recently appointed to oversee the brand's distribution in the Nordics, successfully launching in four new territories: Denmark, Norway, Sweden, and Iceland.
Retail Success: Partnered with leading health and wellbeing retailer Matas for a highly successful retail launch, ensuring premium content creation with localised copy and tailored callouts across key product categories including floorcare, personal care, and kitchen appliances. Collaborated closely with our distribution partner and marketing team to maximise brand impact in these new markets.

Provided support at an international trade show for another of our brands, meeting with customers and showing them newness and innovative product offerings, gathering feedback, and strengthening relationships to drive future business opportunities.

Business Development Manager | AENO

Unlock EMEA

At Unlock EMEA, a leading sales agency for consumer electronics brands, I led the business development strategy and execution for over a dozen startup brands, many of which were new to the EMEA retail environment. My portfolio included PlayShifu and Kobotix in connected STEM toys, Ampere in wearables, Yellowpop in lighting, Wraps and Sonix in mobile accessories, as well as Gravastar and Meters in the audio sector.

Startups to Market: Successfully partnered with a robust network of value-added distributors to launch these emerging brands into their first major retail placements. 

I launched neon lighting brand Yellowpop into 100 Curry's stores, all GAME stores and orchestrated a standout 13-metre wall display at John Lewis Oxford Street. 

For STEM toy brand, PlayShifu I launched deals with Argos, Ideal World TV shopping (where I served as on-air host), 135 WHSmith stores, The Entertainer, Costco, Toys R Us, Virgin Megastore, Dubai Duty Free (UAE), BR (DK), Gravis (DE), Bol (NED) and more.

Account Management: After these successful launches, I took on an account management role, providing ongoing support and strategic advice. This included guiding brands on effective sell-through strategies, and making targeted recommendations for PR and marketing initiatives to maximise retail success.

Commercial Support: Played a key role in helping these startups establish strong Recommended Retail Prices (RRPs) with sufficient channel margin, ensuring they could execute effective distribution strategies while maintaining competitiveness and profitability.

Actively sought out new brands to join our portfolio by regularly attending key industry trade shows such as CES, IFA, Toy Fair, and The Spring Fair. This approach ensured a steady influx of fresh, innovative brands to the EMEA market.

Unlocking Retail Newsletter: Led marketing efforts by writing and curating the ‘Unlocking Retail’ newsletter, which provided valuable insights to brands who were aligned with our services.

New Channel Developments

I began my career at New Channel Developments, a pure UK sales agency as a sales administrator, quickly advancing to Business Development Manager due to my proven ability to drive results. Over 8 years, I successfully managed and expanded the market presence for more than 50 diverse brands across various retail and non-retail channels purely in the UK.

Key Achievements:

Retail Success: Spearheaded the placement of AnySharp knife sharpeners with QVC, significantly boosting brand visibility and sales. Played a pivotal role in making MyMask a leading product in the discount channel, with over 1 million units sold across major retailers such as B&M, Poundland, The Range, and WHSmith. Additionally, secured placements for Cobb barbecues in Lakeland, establishing a strong retail presence for the brand.

Non-Retail Projects: Diversified my portfolio by working on high-impact non-retail projects. This included lead generation for Visa Europe's card-linked offers, and enterprise sales for Sharebrella's umbrella sharing vending machines, where I led discussions with Network Rail and Transport for London regarding potential implementations. Other key non retail brands I worked with included the Oneforall gift card, Sodexo and Zeiss. 

Architectural Ironmongery Project: Played a key role in transforming a manufacturing business into a major architectural ironmongery brand. I conducted weekly visits to architects and interior designers across London, building relationships and securing business opportunities that significantly elevated the brand's market standing.
Throughout my tenure at New Channel Developments, I demonstrated a strong ability to identify and capitalise on opportunities across a wide range of sectors, contributing to the growth and success of both the agency and the brands we represented.

After a valuable jaunt into the corporate world with ASBIS and SharkNinja, I’m thrilled to be back at Unlock EMEA, doing what I love most: launching ambitious, Apple-adjacent consumer tech brands into omnichannel retail across EMEA.

With 14 years in business development and strategic partnerships, I’ve built a career around helping brands—from startups to multi-billion-dollar multinationals—establish a profitable presence on the shelves of Europe’s leading retailers.

What I Bring to the Table:

Market Entry Expertise: Proven track record of successfully launching brands across consumer electronics, SDA, smart home, audio, toys, and accessories.

Strategic Partnerships: Strong network with top-tier retailers and value-added distributors throughout EMEA.

Corporate Perspective: Valuable insights gained from my roles at:

ASBIS: Drove UK & Nordics market expansion for AENO’s SDA, personal care, and smart home products.

SharkNinja: Managed key UK retail accounts (Costco UK & AO.com), navigating billion-dollar brand dynamics, deepening my understanding of structured corporate operations and data-driven growth.

This corporate experience sharpened my strategic approach and reinforced my appreciation for the agility, creativity, and relationship-building that defines business development at Unlock EMEA.

I genuinely believe that “network is net worth,” and I'm proud that many of my industry partners have become close personal friends over the years.

Make 'em Laugh:
Currently pursuing an MA in Comedy Writing, enhancing my creativity and communication skills while secretly hoping that I can write a sitcom to escape from it all! 

If you're a consumer tech brand looking to enter or expand your presence in EMEA, let’s connect—I’m always keen to chat strategy (or share commercial war stories!).

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Aurelien Joly

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