Travel Retail encompasses retail sales in airports, border shops, diplomatic shops and on board airlines, ferries and cruise-ships. While being complex, challenging and highly competitive, this innovative and avant-garde channel has over the years become the main growth driver and worldwide window for many leading Luxury brands.

Despite the recent pandemic, Travel Retail still offers an increasingly high quality environment enabling companies to showcase their brand universe and innovations to international consumers. It has its own set of codes and rules which make it challenging for newcomers to fully understand. Brands in Travel Retail must evolve in a fast-moving and changing international and multicultural environment.

Brands must deal with unique business requirements and specific activation programs. For Be Keen, this is nothing out of the ordinary; we are experts in the field!

Since the very beginning of our journey, we have foreseen the strategic importance of Travel Retail for niche fragrances. We were a pioneer in the industry and opened the way in airports to the launch of iconic brands such as By Kilian or Penhaligon’s long before the development of the channel.

We understand perfectly the key drivers and success factors of Travel Retail and benefit from strong links built on trust, confidence and mutual respect with the key operators globally.

As your international agent, Be Keen will successfully launch and develop your brand in this critically important retail network.