Airports develop rapidly into full retail hubs with their own brand experience and clear commercial strategy. The Travel Retail has developed into an established channel that attracts more and more fashion brands. Airports are places where consumers come in a vacation mood, are open to impulse purchases and international visibility is possible.
A brand that fully exploits these opportunities is the Dutch jewelry brand My Jewelery. With the latest openings at Schiphol Airport and at Düsseldorf Airport, the brand is expanding its international growth plan by two more strategic locations.
“Travel Retail fits perfectly with our brand values and our target group,” explains Thom Timmer, responsible for Business Development at My Jewelery. “We concentrate strongly on the gene Z and young millennials – a generation that travels a lot, seeks experiences and likes to treat itself to something. The airport is a place where you can find this consumer in a positive and open -minded mood.”
Strategic visibility at global level
The expansion to Schiphol and Düsseldorf means a significant increase in international visibility. With these new locations, in addition to the existing airport stores in Eindhoven, Rotterdam and Bremen, My Jewelery reaches over 100 million travelers every year. “Schiphol is an international hub and literally a window to the world,” says Timmer. “For us, the presence of these hubs is a logical next step: from a strong player in the Benelux countries to a global fashion brand under construction.”
The fact that Travel Retail is more than just an additional sales channel can also be seen from how My Jewelery transfers his brand identity to the airport environment. The stores are clear, colorful and offer immediate visual recognizability. “We also want to immediately notice in the hustle and bustle of an airport: luxurious, but accessible, with a focus on fun and fashion and with gifts as an important part of the offer.”
Product range tailored to travelers
The range at the airports is specifically tailored to impulse purchases and small patron moments. This includes jewelry in ready -made boxes, travel -compatible accessories and a selection of Travel Exclusive Editions that are only available at the airport. “We offer affordable luxury that causes a smile. It fits perfectly at the moment of departure or arrival,” says Timmer. “At the same time, it is a first encounter with our handwriting and our price-performance ratio for everyone who does not yet know the brand.”
My Jewelery also cleverly uses the contact points along the Airport Journey – such as jewelry with a summer note shortly before departure or accessories, which you can wear immediately to complete the travel outfit. According to Timmer, the Travel Retail is therefore not only about practicality, but also about enriching the entire travel experience.
@My_jewellery Something Sparkly has Touched Down at Schiphol �✈️ The Pink Suitcases Showing You the Way… Straight to The Brand-New My Jewelny Boutique in Lounge 1. #Myjewelery #Schiphol #Newadventures ♬ Edge of Desire – Jonas Blue & Malive
International scalability and future ambitions
The first experiences since the openings in Schiphol and Düsseldorf are positive. “Our target group reacts enthusiastically and gifts prove to be a real growth market in the Travel Retail,” says Timmer. It also shows that international travelers in particular, even without prior knowledge of the brand, are attracted to luxurious charisma and attractive prices.
This experiences encourage My Jewelery in the conviction that Travel Retail becomes an integral part of the international strategy. “We take the findings from these locations into the next steps. We definitely have other airports in view. Step by step we continue to expand our visibility and scalability as a global brand.”
The presence of My Jewelery at important airports such as Schiphol and Düsseldorf underlines how Travel Retail can contribute to building a brand at a global level. Tavational luxury acts as a recognizable manuscript and gifts as a strategic starting point. The Dutch brand is increasingly positioning itself as an international player in fashion and accessories. Due to the physical presence of international turnstile, My Jewelery, in the words of Thom Timmer, literally sits on the world map.
This article was used with digital tools translated.
Fashionunited uses artificial intelligence to accelerate the translation of articles and improve the end result. They help us make the international reporting of fashionunited a German -speaking readership quickly and comprehensively accessible. Articles that have been translated using AI-based tools are read and carefully edited by our editor: Correcting inside before they are published. If you have any questions or comments, please contact me by email to [email protected]