TOBACCO: ACCESSORIES


Bolt-on accessories drive forward Oettinger Davidoff’s duty free sales


An emphasis on ritual and ceremony is how the cigar segment often distinguishes itself within tobacco, and accessories remains an important component in adding extra sales lustre. Luke Barras-Hill asks Oettinger Davidoff how it is driving demand for this sub-niche.


and limited accessories collections behind an increasing number of consumers looking for a premium experience in global travel retail.” Backing the product offer is a


heavy investment in training and education to equip Oettinger Davidoff’s team of brand consultants with the relevant expertise to maximise potential sales in tobacco accessories – crucial in a duty free market that thrives on exposure for luxury brands. “It is also a good channel to


Above: Tobacco accessories is a growing business for Oettinger Davidoff. Pictured is its Year of the Pig LEP.


B


asel-based Oettinger Davidoff is in the fortunate position of boasting not only a globally


recognisable product assortment, but an increasingly dynamic array of accompanying tobacco accessories such as humidors, lighters, cigar cutters and ashtrays. “Our tobacco accessories business


in global travel retail is steadily increasing, mainly in Asia, Europe and the Americas,” explains Chief Marketing Officer and Head of Global Marketing & Innovation Edward Simon. Tobacco sundries are a long-


running incremental sales driver in domestic retail and travel retail, but the Swiss luxury goods company has placed a particular focus on tailoring items in its portfolio to consumer need states – travel humidors for the time-constrained traveller or punch


“Our tobacco accessories business in global travel retail is steadily increasing, mainly in Asia, Europe and the Americas.”


Edward Simon, Chief Marketing Officer and Head of Global Marketing & Innovation


48 TRBUSINESS


cutters and cigar cases emphasising portability being just two examples. “Anything which touches the


enjoyment of cigars is important to us and always has been,” declares Simon, who say the firm’s passion for cutting, carrying and lighting cigars stands on an equal footing with its commitment to optimising their storage conditions. “Quality makes all the difference,”


he continues. “Having devoted so much time and craft to making the finest cigars, who could be more passionate about them being enjoyed in the finest condition?”


Gifting outreach Recently, the company launched its Zino -Z- accessories range, which Simon describes as an ‘outstanding’ contributor to the aforementioned success in its tobacco accessories business. Introduced to buyers at last


year’s TFWA World Exhibition, the range is described as a ‘fashionable, accessible and modern line of cutters and lighters’. Producing strong early results, the


Zino -Z- accessories range is tipped to continue growing, alongside Oettinger Davidoff’s other products. “The Davidoff Travel humidors are kept in focus, as are exclusive


reach gifting consumers – a focus in the cigars accessories business,” notes Simon. When it comes to the challenge


of curating a tobacco accessories offer that strikes the correct balance between aesthetics and practicality, Simon points to functionality, quality and customer insight as key levers in Oettinger Davidoff’s product development. “The Davidoff humidors are the


perfect example; many aficionados had been expressing the need for a more stylish way to travel with their cigars than the not-so-practical cigar box. To address this, we reinvented the way cigar aficionados can bring cigars on their travels […] with Davidoff’s iconic elegance and style. “The selection of lightweight


materials, the smart tray engineered to keeping cigars protected as well as the innovative welding techniques of textile fabrics engineered to lock in humidity make the Davidoff travel humidor a stylish, practical and modern complement to cigar care on the road.” Asked to comment on the future


of the sub-category in tobacco, Simon adds: “Tobacco accessories have great potential in the duty free business, especially if they are developed and adapted to the traveller’s needs.” «


FEBRUARY 2019


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