FASHION & ACCESSORIES: DANIEL WELLINGTON
DW hails ‘amazing achievement’ as it doubles GTR footprint in 2017
Swedish watch brand Daniel Wellington has continued where it left off in 2017 with a plethora of new openings. It also introduced its first travel retail exclusive line, as Andrew Pentol discovers in conversation with Key Account Manager for Asia Pacific Helen Wong.
F
or a company only established in 2011 and present in DF&TR for around two years, Swedish
watch brand Daniel Wellington (DW) is not doing too badly. In fact, it has made huge strides in
such a short period of time. In Asia Pacific alone, the brand is present in 130 DF&TR locations and at the time of writing, it had completed 16 new openings in 2018. Speaking to TRBusiness, Key
Account Manager for Asia Pacific Helen Wong, who joined the company last year, says DW has been focusing on consolidating the business and strengthening its position in each of the key regions. “We now have Americas, Asia
Pacific and Europe/India Middle East and Africa and part of our strategy is having a much stronger focus in each region and much closer collaboration with each partner.”
Personalisation approach Last year was a phenomenal one for DW in the channel, particularly in Asia Pacific where Korea and China are the main focuses. In 2017, the company more than
doubled its footprint in each region – an ‘outstanding achievement’ just over a year in, according to Wong. “We are very pleased with the
performance in 2017 and 2018 which has been an intense year so far. The biggest change and achievement for 2018 is aligned with our overall Daniel Wellington strategy. This is based around more direct management of the brand in the various locations and a stronger branding.” The company is relishing the
opportunity following the opening of its new 20sq m landside and first individually operated boutique at Shenzhen International Airport. “This is part of the plan to strengthen our brand image and
OCTOBER 2018
elevate the customer experience in- store,” explains Wong. “We want to present customers with more of an experience when they get to know the products and try on our watches and accessories.” Other concepts such as shop-
in-shops and pop-ups are also important. “We have a shop-in- shop with Lagardère Travel Retail at Wuhan Airport as part of their new watch store. We are part of a multi-brand concept and have half the store. The other side comprises three other watch brands, but Daniel Wellington has a prime position and Lagardère is a valued partner.” Of the 16 new Asia Pacific
locations, the focus is purely on South East Asia. But there have been other openings further afield in places such as Hawaii, where a pop- up shop was recently implemented in the T Galleria by DFS Waikiki store. “The Hawaii pop-up was a special
new location and we were there between May and August,” recalls Wong. “Any customer purchasing a leather watch could have it embossed with their initial on a complimentary basis.” Previously, the personalisation
service was only available in DW’s flagship downtown stores.
Beginning with DFS in Hawaii, it is now offered exclusively in one travel retail location at a time. “Next stop was China Duty Free
Group, so anyone visiting Hainan in September would certainly have seen it,” reveals Wong. This year, the brand launched
its first travel retail exclusive line (Cambridge Combo Set in 36mm and 40mm versions; Cambridge standalone 36mm item and key-ring set) and is doing everything possible to capitalise. Wong comments: “We are
working very hard to introduce Daniel Wellington to operators and new locations, while remaining humble about what we still have to do in the industry. «
“We now have Americas, Asia Pacific and Europe/India Middle East and Africa and part of our strategy is having a much stronger focus in each region and much closer collaboration with each partner.”
Helen Wong, Key Account Manager Asia Pacific, Daniel Wellington
TRBUSINESS 133
Above: A Daniel Wellington pop-up shop was recently implemented in the T Galleria by DFS Waikiki store in Hawaii.
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