Page 102 - EM EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

Be Keen

AN ACCURATE PORTFOLIO OF

INDEPENDENT NICHE BRANDS

FOR THE GLOBAL TRAVEL RETAIL

airport to another. Our strategy was to propose
selectively to key airports a true element of
differentiation. We believed this would help travel retail
store to increasing penetration while offering to more
and more demanding travelers a premium experience
in airports. We saw Be Keen as a bridge between travel
retail operators with complex processes and authentic
brands with an outstanding quality and differentiating
creations.

EM: Which has been the development of your
activity, considering the increasing growth of
the so callled artistic perfumery? And in which
regions?
AK: 12 years ago, what was still called the “niche”
category was not of any interest to large travel retailers.
As always with pioneers it was an encounter between us
Abla Bencheikh, C.O.O. & and back then Nuance that paved the way to the proper
Antoine Khouzami, President of Be Keen introduction of the category in airports with the opening
of Antalya on a totally new and innovative concept.
Heinemann quickly after realized the opportunity and
started developing the category.
INtERVIEW WItH Today leading Travel Retailers (Avolta, DFS, DFA, Aer
anToinE KHoUZaMi, Rianta and of course Heinemann) consider this segment
Be Keen PRESIDENt as a key one. They have understood the specifics of the

EXPORT MAGAZINE: May we say that when you category and the key differentiating points it can bring
founded “Be Keen”, you were a true precursor? to the overall Perfumes segment.
Which was your strategy at that time? While the EMEA region was the first to believe
ANtOINE KHOUZAMI: Be Keen was indeed the in the category and see it success, the most
first company to propose a portfolio of genuine and recent development is coming from the Americas
independent niche brands to global Travel Retailers. and we are starting to see more and more interest in
We believed that all stores were offering similar Asia/Oceania, though at a much slower pace. You are
assortment with very little differentiation from one right to mention that the category evolved to become

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