Page 103 - EM EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

PORTFOLIO OF BRANDS TRAVEL RETAIL

artistic as many of the “niche” brands in recent years EM: How important is, in the airports, to put on
have undertaken the approach of the selective segment evidence the brand identity in the specific areas
betraying what the category stood for. This brings now devoted to artistic perfumery brands?
a new challenge to travel retailers in sorting out genuine AK: This is a key question. The success of the category
artistic brands from others. is very much link to the ability of a store to offer the
right brands’ line-up and a concept that reflects the
EM: Can you list the products categories and the brands DNA, their uniqueness, and their exclusivity.
list of the brands in your portfolio? This means to still remain in a very limited
AK: All our partners are authentic high-end perfumes distribution, within the right concept, with the right
brands that are staying true to their value, ethics and environment, the right space and a proper execution
DNA. As mentioned, many brands have entered the and level of service. This allows travelers to fully
selective world approach and are compromising on enter a different world with a different philosophy
authenticity. We have a portfolio of 14 brands among and creative process.
which 9 are present in Travel Retail. We believe in This is another challenger for Travel Retailers as most
offering a complementary portfolio to travelers with of the brands are now present in large stores in key
brands that have different positionings, inspiration airports and extension in smaller doors would need
and creative approach. Our partners include Creed, to still respect the basics of the category to avoid
Escentric Molecules, Etat Libre D’Orange, Montale, disappointment from travelers, operators, brands
Tiziana Terenzi to name a few. and of course Be Keen.
Claudia Stagno

PORTFOLIO OF BRANDS DOMESTIC MARKET

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