PROFILE: MAUI JIM
“We will always continue doing what we do which is build relationships, support our retailers and contribute to the category as best we can.”
Giles Marks, Maui Jim
Talking specifically about Singapore and the Asian market in general, Maui Jim is looking to bring in a dedicated Asian Fit Collection. “I have full support of the
ownership and design team to bring that out,” says Marks. You will see the first traces of it probably in Q2 this year.” Whether it’s new collections,
promotions, innovations or DF&TR activations, Maui Jim strives to make the most of every opportunity. Marks explains: “Like every
category and every brand in any situation, I must work within certain budgetary constraints. We must be very specific how we spend our marketing dollars. “This doesn’t mean we fail to look
at every conceivable opportunity to maximise opportunities the best we can in the channel. “We will continue to get involved
The company's Chee Hoo frame was showcased at the recent Duty Free and Travel Retail Summit of the Americas in Orlando.
in high-profile promotions in all regions for the balance of 2018.” Aside, Maui Jim is looking to
increase business in the cruise channel where it already has a “very big presence.” Marks says: “The cruise ship
business for us is growing in leaps and bounds with more retailers dedicating space to the category. This only falls very nicely into our hands.” Referring to its business in non-
airport DF&TR environments in general, he continues: “The very nature of our product being the number one polarised item in the world lends so well with what we do. “We incorporate our Hawaiian
Maui Jim DNA as much as possible whether on a cruise ship, at a border store or through a high-profile promotion. “It is pivotal to the image of the
brand. That is what we are about. “We are still a Hawaiian-based
company with subsidiaries around the world, but I don’t think we have ever strayed from that very strong threshold in our brand and heritage in the 20 years I have been with the company.” Its Hawaiian Maui Jim DNA is
one element which differentiates the company from competitors. Another, is that it is still privately owned, which gives a lot of leverage and advantages in the market place. “We are able to really expose and
ignite our Hawaiian DNA and the fact we are a one-brand company. “All our focus, marketing, strategy
A Maui Jim activation in Montreal. 30 TRBUSINESS
and energy goes into one brand.” That said, maintaining and developing its DF&TR business is far
from easy. “It is ongoing and perpetual,”
he remarks. “All brands and all categories want more retail space specifically at airports. “We are no different, except we
are a smaller voice because we are a very small category.”
The sunglasses landscape Assessing the current state of the DF&TR sunglasses market, Marks says: “It is certainly competitive that is for sure. There has also been some consolidation recently and prior to that as well. “This, however, hasn’t changed
what we do, what our strategy is and how we want to make Maui Jim successful in the channel. “We will always continue
doing what we do which is build relationships, support our retailers and contribute to the category as best we can.” Relationships between Maui Jim
and existing retailers such as Dufry Group and DFS Group are as strong as ever. Them among others are continuing to expand the brand at points of sale. “We have a tremendous
organisation from top to bottom. It makes my own and my colleague’s jobs that much easier knowing operators are getting 110% partnership in building a brand from customer service, back-up and marketing perspectives.” He concludes: “As mentioned,
we look at every point of sale as a possible opportunity, but to go full circle, our biggest opportunities remain in Asia Pacific.” «
MAY 2018
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