Be Relax expands travel pillow range with value-conscious, organic innovations

Be Relax is refreshing its travel pillow range with new, more affordable designs and an expanded focus on organic materials and wellness-led innovation — moves that Jean-Pierre Bombet, Head of Operations, says reflect both shifting traveler expectations and the company’s evolving market positioning.

Speaking at the TFWA World Exhibition & Conference, Bombet described a “trend towards more value-conscious consumers” in the global travel retail space, noting that Be Relax is responding with its first lower-priced product line. “It’s not exactly an entry price,” he shared, “but at €24.99/$25, it brings high quality at a more accessible level.” The new design, called "Comfy Cloud" is marketed as an affordable yet premium-quality pillow aimed at broadening the brand’s reach without diluting its wellness credentials.

Bombet explained that while the brand was a late entrant to the category, its premium positioning and product features have enabled it to gain market share and forge deeper partnerships with major retailers. “We’ve been able to open and finalize loyal, big clients because of our product development, product positioning, and quality,” he said, highlighting Europe as a particularly strong growth region for the brand.

Alongside the new price point, Be Relax is also exploring sustainable innovation. The company’s latest designs feature organic cotton interiors, pure linen covers, and lavender pouches for aromatherapy, and are part of an effort to enhance the sensory experience and align with its spa heritage. “We try to really create the atmosphere of wellness,” said Bombet. “We add small elements to upgrade the journey experience.”

Despite these additions, the new products are being introduced without price increases to distributors, with Be Relax absorbing costs to maintain retailer margins,  a move Bombet described as key to sustaining strong B2B relationships.

Looking ahead, Be Relax is adopting a more fashion-inspired product cycle, aligning future launches with summer and winter seasons. Bombet explained that the company is now timing product releases to fit within better defined retail periods, giving partners a clearer rhythm for stock planning and display. “In our industry, what we’re aiming is going to be also now like fashion, for example, summer and winter collections. Therefore, the new product will be presented at TFWA Asia Pacific in Singapore, for customers to have in stock for May, June, July.”

This shift marks a strategic evolution for Be Relax, signaling a move towards seasonal innovation and forward planning more typical of the fashion sector. It’s a sign that travel retail wellness brands are becoming increasingly sophisticated in how they launch and position new collections.