PopSockets is the leader of what its CEO, Jiayu Lin, likes to call the phone grip category. The company is known for small, retractable circles that come in a wide variety of prints and colors and attach to the back of someone’s phone, making it easier to grip.

But, the company really wants to be known as a lifestyle brand. It’s an inflection point that many accessories brands reach at one point or another, as they want consumers to know them for more than just a single widget. And, Lin is thinking day in and day out about how to position PopSockets as a lifestyle brand through events, collaborations, new product launches and more.

“I want to take [PopSockets] to the next level by transitioning the company from a tech accessory to a mobile lifestyle brand,” she said.

Lin joined The Modern Retail Podcast to talk about her vision for PopSockets. She’s been with the company since 2022, starting out as its gm of APAC and becoming the company’s CEO in September.

PopSockets has been focused on product expansion for the past few years, and it now sells phone cases, wallets and more, in addition to its ubiquitous grips.

One concept Lin is particularly interested in is the idea of the mobile lifestyle — that is, as people carry their phones everywhere, phones are increasingly becoming an extension of people’s identity. So, PopSockets is focused on launching a greater variety of products that speak to people’s interests and hobbies — for example, a music festival survival kit.

“This idea of a mobile lifestyle – we want to be part of you, and an extension of you, to help you express yourself — whether it's at work, at home or at play,” Lin said.

Creating exclusives for different retailers like Walmart, Best Buy, Apple and more is also a big part of this. In addition, PopSockets is looking at more pop-up opportunities and events this year, Lin said.

“It’s very important for us that we find the right channels for the different products we carry,” she said.