HTC will boost its retail store network in its home market of Taiwan this year as it expands its handset range.

The Taiwanese brand has achieved solid success with its topline smartphone models, but is still trading in the red as its product range is skewed towards the top end and is not perceived as meeting the mass market.

HTC says it will changes that with North Asia president jack Tong promising a full range of products in 2015: from entry-level, mid-level and top end.

To support its broader brand positioning the company will boost its solo-brand store network from 72 to more than 100 by Christmas.

HTC has 19 distribution partners selling only its brand and accessories to match. Tong expects retail sales in Taiwan to double this year due to the expanded range and increased store network.

Retail stores accounted for just 20 per cent of Taiwan’s mobile phone sales last year, but analysts expect that share to double in 2015 due to shorter product replacement cycles and falling smartphone prices. Consumers in Asia are increasingly preferring to buy their phones from independent retailers rather than phone networks, due to broader choice, sometimes sharper pricing and no commitment to contracts.

“Our new brand vision is to expand HTC’s reach to everywhere,” Tong told a press conference at an HTC flagship store in Taichung this week.