Forecasting quality: How doppler and Knirps are elevating umbrellas in travel retail

For many, an umbrella is a last-minute grab on a rainy day. But doppler and Knirps are challenging that perception. During an exclusive interview at last month’s TFWA World Exhibition and Conference, Rene Schwarz, Head of International Sales at doppler and Knirps, told Global Travel Retail Magazine that the two brands are working to position umbrellas for further expansion in travel retail.

Trusted legacy

doppler, founded in Austria in 1947, is a family-run business now led by the fourth generation. From its small-town beginnings, it has expanded into more than 50 markets worldwide. Known for its craftsmanship, Doppler offers a wide range of umbrellas, from ultra-light models to durable options such as the “Carbonsteel” and “Superstrong” series.

Knirps, credited with inventing the foldable mini umbrella, emerged from a German inventor’s post-war need for compact portability. The brand has earned recognition for minimalist design, technical sophistication and travel-ready function.

Schwarz emphasizes that the brands complement each other rather than compete. “You’ll find items in Knirps that doppler doesn’t have, and vice versa. Together, they cover the full spectrum of umbrellas,” he says. Each brand maintains distinct visual identities and marketing palettes, yet both prioritize creating a reliable travel companion.

Japan, the second-largest market after Germany, reflects a cultural appreciation for high-quality umbrellas for both sun and rain. “There’s a shared spirit: they love umbrellas, and so do we,” says Schwarz. “Our goal is to bring that appreciation to other countries.”

Weathering success

For doppler and Knirps, umbrella design is both art and engineering. Every model is developed in-house, with designers, product managers and engineers collaborating on prototyping, testing and refinement. Consumer feedback is central: “To sit in an ivory tower and design in isolation is nonsense,” says Schwarz.

One of the biggest challenges, Schwarz notes, is shifting consumer perception of value. “Convincing people to invest a little more for an umbrella that can last 20 years, rather than buying a 9-euro umbrella that breaks at the first gust of wind, is not easy,” he says. Many buyers are only familiar with cheaper, single-purpose umbrellas, so the brands have spent the last decade highlighting the functionality and durability packed into each product.

The brands produce one of the world’s lightest umbrellas at just 99 grams, and they are wind-tunnel tested to 120 km/h. Many products are Red Dot Award winners and come with guarantees of up to five years, reflecting a commitment to quality, performance, and sustainability. Many models also feature UV coatings that block over 99% of harmful rays. Domestic customers can further personalize their umbrellas by choosing fabrics, handles, and metal components – an approach Schwarz likens to “configuring a car.”

Shining in travel retail

Expanding into travel retail requires a slightly different approach than domestic markets. Schwarz explains that a traveler’s purchasing window is just a few seconds, which has forced doppler and Knirps to rethink product display, marketing, and communication to capture attention quickly.

To meet these demands, the brands have developed travel-specific portfolios in collaboration with Blueprint and Hanse Travel Retail. These collections are lightweight, compact, and reliable, designed for airports, cruise ships, and onboard airlines such as Lufthansa and Swiss. Schwarz says the response has been impressive: “I’m surprised by the number of sales we achieve onboard airplanes. The figures are higher than I expected.”

The sky’s the limit

Having spent a decade with doppler and Knirps, and previously working in construction tools, Schwarz says he was drawn to the brands due to their unique blend of design and technique. “It’s the right mix of design and customization. It’s creative and technical,” he explains.

For Schwarz, working with these brands is also about purpose. “We don’t offer generic umbrellas that you can find anywhere. We play with designs, colors and functionality,” he says. Each umbrella is intended to be a trusted travel companion – reliable in rain and sun, sturdy in storms, and built never to flip over in strong winds.

“We want travelers everywhere to feel safe, protected and stylish, no matter the weather,” concludes Schwarz. “My mission is to show what’s possible with umbrellas.”