BRAND SPOTLIGHT: RODENSTOCK


partnership with China Duty Free Group (CDFG) in January this year, with a three-month promotion at Beijing Capital International Airport (BCIA), despite Covid-19 forcing passenger traffic to plummet there. This follows the launch of a limited-


edition CDFG exclusive model from Rodenstock’s Porsche Design range, in the summer of 2019. This exclusive CDFG model, a


version of the sporty P’8531 edition, features a new glass colour, ‘mercury silver mirror’ and is marked as ‘CDFG Exclusive’. Only 500 pairs were made and each


is engraved with a serial number. The promotion was the focal point of the high-profile activation by Rodenstock in BCIA’s Terminal 3. Eckhardt-Koestler said back in


January: “This high profile campaign is the perfect way to expand our partnership with CDFG, who are one of our key retail partners in the travel retail channel. “Obviously, these are very


unusual circumstances and with the coronavirus and we cannot expect the usual results. Nevertheless, CDFG is a key retail partner for us and we remain committed to working with them on this promotion. While it is a very worrying time for our industry, China remains a very important market in the travel retail sector today and we are here for the long-term.”


Robust 2019 performance Whilst 2020 has been difficult to navigate so far, Rodenstock ended 2019 on a high, significantly increasing the number of doors for its Porsche Design sunglasses brand in GTR. With almost 30 new openings


last year across Asia, Europe Middle East and Africa (EMEA) and Latin America, Eckhardt-Koestler said the result reflected the company’s commitment to the sector. In 2019, Rodenstock finalised


several openings in China (many with CDFG). These included airport, downtown and border stores in locations such as Guangzhou, ChongQing, Beijing (airports), Sihanoukville (downtown) and Heihe (border). Eckhardt-Koestler said that


MAY 2020


creating the CDFG Special Edition frames was particularly successful and a strategy they aim to employ again; providing it makes sense commercially. “Working with retailers to offer


them exclusives and special editions is crucial in this competitive market,” added Eckhardt-Koestler. “The P’8531 is the best-selling


sunglasses model from Porsche Design and the special edition sold extremely well.” In EMEA, new locations have


opened in several airports including Helsinki, Lisbon, St Petersburg and Kuwait with Dufry. Business is also beginning to thrive in the Americas. “We are particularly pleased to


have opened with Hudson at JFK, Fort Lauderdale and Las Vegas airports,” she added. “This is working extremely well


for us and – with additional new openings in Canada and the US – has given us a really strong footprint in


“[2019 was an] exceptionally good year for Rodenstock and we would like to thank all our retail partners for their support and belief in our brands.”


Petra Eckhardt-Koestler, Rodenstock GmbH


the Americas travel retail sunglasses sector. Dufry is a superb partner for us in North America and EMEA and we’re looking forward to further developing our business with them in 2020.” Winning the TRBusiness consumer-


voted Travel Retail Award for the Best Sunglasses/Eyewear Product capped a successful year for the company in GTR. “[2019 was an] exceptionally


good year for Rodenstock and we would like to thank all our retail partners for their support and belief in our brands.” «


Above: Rodenstock layered frames from the new Spring/Summer 2020 collection.


Petra Eckhardt-Koestler talked to Charlotte T interview series in April.


urner, for the TRBusiness Adapt & Survive video TRBUSINESS 95


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