Rodenstock is ready to resume travel retailing in the Asia-Pacific region in 2022

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The hoped-for return of long-haul travelers won’t tarnish the importance of Asia-Pacific and China to travel retail, so Rodenstock, Travel Retail and Online Account Manager Monika Lukic

Speak with DFNI, she explains, “The Asia-Pacific region, and Hainan in particular, has been the driving force over the past year and we expect it will continue to do so. We have recognized the importance of the Asia-Pacific market for many years. “

How well did your travel retail business recover in 2021 and how confident are you that 2020 will continue to recover in 2022?

We have continuously created and innovated over the past year; In fact, we never stopped. We have worked hard in partnership with our retail partners like CDFG to keep bringing new products to buyers both online and in stores after the reopening. As the recovery continues, we expect the sunglasses sector to play a pivotal role due to the inherent link between category and travel experience.

Which travel retail markets and channels are best positioned to grow in 2022 and which do you think will continue to be challenging?

The Asia-Pacific region, and Hainan in particular, has been the driving force over the past year and we expect it will continue to do so. We have recognized the importance of the Asia Pacific market for many years; In the last 18 months we have launched new collections on CDFG’s online platforms, introduced new product lines in stores and this summer carried out a new promotion with CDFG in the Sanya Duty Free International Shopping Complex in Hainan. Elsewhere, it’s good to see a rebound in markets like the US, Europe, and the Middle East and hopefully travel restrictions will be further relaxed and allow the return of long haul and more international travel.

With which digital solutions do you want to increase sales and market penetration in the offline world of duty free shops in 2022?

Online engagement will continue to be a very important part of engaging buyers before the trip and we are working with retail partners to ensure our products are available to inspire buyers on their digital platforms. Our most recent promotion with Porsche Design in Beirut was supported by a 360-degree online and offline campaign in which the brand ambassador Patrick Dempsey addresses buyers on social media before they arrive at the airport.

What shopping trends do you expect in the first half of 2022? Do you think ATV will continue to outperform / we will see more leisure vs. business travelers etc?

While some buyers are happy to shop again, others are more reluctant. So it’s important to make sure everyone is safe and comfortable. Online will play a major role in this and in the future market. Buyer spending is high right now and some travelers will be happy to treat themselves to a trip, but we also expect more people to look for better deals in stores too.

What new products or packaging will you be launching or promoting in travel retail in the first half of 2022?

Next year is a really exciting year for us as we are celebrating the 50th anniversary of the brand. As a result, we have some very exciting projects and releases in the pipeline. You will see a fantastic range of products, all made with the latest technology. For now, all I can say is wait and see – it will be worth the wait.


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