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French luxury-goods company Christian Dior Wednesday will unveil a line of mobile phones, extending beyond its traditional fashion business to boost sales.
The new Dior phone, priced from â‚¬3,500 ($5,000) and up, comes after competitors such as Prada SpA and Dolce & Gabbana have turned their fashion-branded mobile phones into significant businesses.
The phones will be made by a small French manufacturer, ModeLabs Group.
Dior Chief Executive Sidney Toledano says the idea of creating a Dior phone was driven by demand in new luxury markets such as China and Russia. “In the same way that we have developed our watch and jewelry lines, we want to increase sales with the phone,”.