Skross introduced its lifestyle accessories range in 2023, which includes the Original Skross Travel Pillow and the Deluxe Sleep Mask
Skross, the flagship brand of technology and adaptor accessories specialist WorldConnect, is charging ahead in travel retail.
After a strong comeback in 2023, the brand reports over 20% growth in the duty free sector in the first half of 2024 with similar positive results expected for the rest of the year.
Underlining the Swiss brand’s “Travel, Power, Charge” mantra, Managing Partner Sam Gerber notes the strong impact the brand is having in the charger segment of the travel accessories and tech market. Gerber highlights the Skross “laptop ready” universal adapters that are capable of charging any devices from phone to laptops. The range aims to make charging more convenient for travelers worldwide.
Gerber also hails the “tremendous growth” of the brand’s lifestyle accessories range which was introduced last year. It includes the Swiss Army Blanket with a modern touch and the Original Skross Travel Pillow, along with the Deluxe Sleep Mask, Luggage Tags and Luggage Straps.
Soon to launch products include more chargers, luggage trackers, ultra-light backpacks and compact high-capacity power banks, as Skross extends its portfolio but also maintains its focus on sustainability.
As Gerber points out, the brand has not only reduced the use of plastic in its packaging but in many cases has done away with it altogether by implementing bulk dispensers in many stores across Europe and the Middle East. Here, shoppers are able to touch and, in some cases, try a product before purchasing, encouraging customer interaction and driving impulse spending in the transaction zone.
Considering key trends in the channel, Gerber says, “The category of accessories and electronics is a moving target. There is a permanent stream of innovation in design and functionality.”
Gerber recommends that duty free buyers do not focus only on products, but rather on how to create a comprehensive concept with a strong brand in their stores. “Consumers get confused when they find a trail mix, a badly organized and incoherent product range assembled from various brands. Working with fewer but more professional brands is the key,” he says.
Gerber notes the role innovation related to technology plays in the future of travel accessories category growth. “Consumers mainly want to discover novelties in our part of the product mix,” he adds. “We have seen our category growing over the past years thanks to the strong focus of some key market players such as DDF, WHSmith, Capi and others. We expect this growth to continue also because other categories might experience more regulatory pressure in the future.”
The Skross “laptop ready” universal adapters aim to make charging more convenient for travelers worldwide
