understand it is an umbrella term. When I talk to retailers about our brand it is wellness, wellbeing and lifestyle. “If you go back to the DNA of the brand and its
philosophy, it’s about re-discovering the magic of the everyday.”
Standalone retail path Last year, Rituals grew its travel retail business by 50% and has achieved very strong like-for-like performances with some of retailers in the first four months of this year, says Ebbutt. Currently, Rituals has 12 standalone stores in travel
retail (including Schiphol Plaza), 400 shop-in-shop locations and more than 250 cruise and ferry points of sale. Ebbutt says he is targeting 25 to 30 stores over the next
five years with international expansion feeding into that. Europe and the Middle East remain the priority areas
for expansion, with a number in the pipeline at some ‘exciting locations’, he tells TRBusiness. These include in Birmingham, with the brand also
eyeing the Spanish airports business. On the question of dedicating enough space to the
health and wellbeing space in travel retail, Ebbutt says it falls behind the domestic business. “I think there is a lot more definition they [retailers]
can give to that product category, but you can see the brands clustering. “One of our key strategic directions is opening more
stores and we’re pushing hard on that because we can give definition to this lifestyle and wellness category and bring it to the traveller.” Swedish beauty and tech company Foreo is another
notable example of a brand putting serious weight behind its retail presence, having significantly increased its retail exposure in recent months. In May, it announced an extended, strategic
partnership with Lotte Duty Free and the opening of a new counter in downtown Bangkok. Located on the third level of the Show DC Shopping
Mall – a short drive from Bangkok Suvarnabhumi Airport – the store is Foreo’s eight location to open in Asia. The Bangkok downtown store services an average of 38
million tourists every year. Foreo’s has has a footprint with the retailer in Korea
at its Sogong-dong, World Tower, Coex, Jeju and Busan outlets. Foreo also has two stores in Vietnam (Lotte Danang and
Lotte Nha Trang) and one in Tokyo (Lotte Ginza). At press time, the company had just unveiled its limited
edition Luna Mini 2 range, dubbed the ‘Candy Collection’. The new sku from the popular sonic skin massager line
comes in four colours and launches this month in Korean duty free shops. It marks Foreo’s second launch of a travel edition exclusive not available in key local markets. Foreo says designs such as Unicorn, Pink lollipop and
Lavender lollipop draw their inspiration from sweet confections to keep with the ‘innovative, trendy and young vibe of the company’. Targeted at summer holidaying customers, Foreo
counters at city stores will be dressed, aptly, in a candy and sweets theme to maximise the ‘Instagram’ factor. «
JUNE 2019 TRBUSINESS 49
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