History:
The parent company Blammo International AB was founded by Johan Graffner in 1997. The business was focused on importing Street wear accessories from The USA and China for distribution throughout Europe. In year 2000 the company started to design it’s own accessories such as; cosmetic jewelry, socks, hats, caps, shoes, sunglasses and watches. In 2005, the Cheapo label was launched with shoes packed in pizza boxes. The Cheapo label was an instant hit and the shoe business exploded with the launch of the “Ninja Boot” collection. With this collection distribution grew to cover all of Europe.
Due to serious production problems in China in 2008 where 50% of all shoe factories in China where forced to close down, the successful shoe line had to be cancelled. Since then the label has focused on successful quick selling accessories.
Concept:
To develop on-trend accessories that offer the highest value for money. The Cheapo accessories are generally sold in stores with a midrange to high pricing policy. This makes the Cheapo products priced in the low to midrange segment stand out as an affordable impulse buy.
Cheapo’s Accessories focuses on watches, sunglasses and colorful socks. Other types of accessories aimed at the young early majority will be added to the line.