Sol Alpaca eyes growth across Europe and Asia in 2026; ensures tailored approach to develop each market

As a brand belonging to the Michell Group – a global leader and pioneer in the alpaca industry – travel retail represents a strategic pillar in SOL ALPACA’s international expansion process. Known for its high-quality alpaca wool clothing and accessories, the Peruvian brand sees the channel as a way to connect with travelers who value authenticity, sustainability and textile excellence. SOL ALPACA is present in premium locations with high international passenger flow to boost brand awareness and generate commercial opportunities. According to Matias Ressia, Commercial Director at BrandLink Group, SOL ALPACA is on a mission to position itself in markets with a distinct value for quality, innovation and Andean heritage.

“Our travel retail strategy is initially being deployed across key Latin American hubs such as Peru, Chile, Argentina, Bolivia and Uruguay, where geographic proximity, cultural ties and recognition of alpaca fiber create an ideal context for SOL ALPACA’s positioning,” comments Ressia. “These regions not only strengthen our regional presence but also serve as a platform to project ourselves into high-value international markets.”

From the first quarter of 2026, SOL ALPACA plans to expand into strategic airports across Europe and Asia, prioritizing high-traffic locations strongly aligned with its core values. The brand’s model includes both standalone stores and partnerships with duty free operators and commercial partners. “This hybrid approach ensures efficient implementation tailored to each market while consistently maintaining the brand experience and the Michell Group’s quality standards,” he continues.

Contemporary luxury

Described as warm, lightweight, breathable and naturally elegant, alpaca fiber possesses unique qualities that make it ideal for those seeking comfort and style on the move or a meaningful gift. It is also highly durable and responsibly produced, reflecting the values of today’s increasingly sustainably conscious consumer.

“As a gift, it offers an authentic connection to Andean heritage and conveys taste, sophistication and originality. More than a product, it provides a cultural and sensory experience,” says Ressia. “At SOL ALPACA, we firmly believe our product is our most powerful communication tool.” It’s all in the touch.

When asked how SOL ALPACA communicates its legacy and value proposition in the duty free channel, Ressia explains the brand does so by offering a modern, elegant brand experience that

aligns with the codes of contemporary luxury. The company highlights the superior qualities of alpaca fiber and the deep textile expertise behind each garment via three pillars: sophisticated visual merchandising, integrated educational elements and premium packaging designed to elevate value and turn each purchase into a memorable gift.

“At SOL ALPACA we tell an authentic story rooted in excellence, traceability and quality,” Ressia says. “While our roots lie in a privileged region of South America, we approach our product as a global proposition, with international standards, designed to connect with consumers anywhere in the world.”

Enhancing the customer experience

When it comes to the digital side of business, SOL ALPACA’s omnichannel strategy is the key to extending the brand connection beyond the physical point of sale and enhancing the customer experience in the travel retail environment. It is because of this that the company can establish a direct, personalized and lasting relationship – especially with new generations of travelers.

SOL ALPACA is currently developing initiatives such as interactive storytelling via QR codes, connecting travelers to the story behind each garment, the benefits of alpaca fiber and the values that define the brand. The company is also exploring e-commerce platform integration, with the purpose to enable post-trip purchases and the shipping of gifts, thereby prolonging the customer relationship beyond the airport.

“Our aim is to build a seamless, inspiring, and coherent omnichannel experience that reflects the brand universe, promotes discovery, drives conversion and fosters long-term loyalty,” he states.

As extensions of travel retail, SOL ALPACA believes cruise business, border shops and inflight sales offer differentiated and complementary touchpoints with specific traveler profiles. Each allows the brand to bring its proposition closer to consumers at key travel moments, when they are most receptive to discovering and acquiring meaningful products, notes Ressia. The brand can also use each segment to leverage its industry approach, which aims to identify moments and channels where it can create impact, build recall and increase global engagement.

Looking ahead, the company is open to collaborating with brands from around the world that share its vision of authenticity and meaningful storytelling and can deliver real consumer value. “While we recognize the potential of synergies with regional brands, our approach is selective and aligned with international standards. Any collaboration must reflect the identity of SOL ALPACA, where alpaca fiber – a symbol of natural luxury, sustainability and sophistication – remains the central axis of our proposition,” says Ressia. With this top of mind, the company seeks partnerships that “respect and elevate” this essence, creating memorable experiences for a discerning audience that expects the best in every category.