Duty Free Dynamics on streamlining categories and driving globalization
Guess Ladies Silver Tone Analog Watch
Since its inception, Duty Free Dynamics (DFD) has worked closely with brands in non-core categories to tap into the potential of travel retail. Based on innovation and collaboration, the globalization of DFD has led to brands benefitting from its logistics and commercial platforms, as well as its network of partners that includes major operators and independent retailers.
Responsible for monitoring changes in the market, DFD shares it is streamlining categories. “We are expanding territories with some existing brands and adding new footwear and toy brands, which are gaining traction at points of sale every day,” says CEO Martin Mairal. “A clear example is the global agreement we have signed with Timex Group for the worldwide distribution of Guess watches, following a decade of successful collaboration.”
This year has been marked by expansion projects in Europe, the Middle East and Africa. Notably, the customization of spaces on TUI Cruises in Europe with the brand Lamy. Duty Free Dynamics has also added luxury brands Versace, Ferragamo, Philipp Plein and Plein Sport to its watch category. Plus, the operator just announced an exclusive collaboration with the toy brand Playmobil.
The sportswear brand New Era will have a dedicated space in DFD’s showroom at TFWA World Exhibition & Conference
Space optimization and staff training
Duty Free Dynamics supports its partners by creating customized displays. Exhibitions are complemented by marketing activations such as interactive games designed to encourage cross-selling and increase the average ticket size. “The close relationship we maintain with our partners allows us to continuously analyze sell-out data to adjust strategies and respond swiftly to the ever-changing consumer habits, ensuring our partners optimize all available space,” says Mairal.
Duty Free Dynamics’ 360-degree approach has led to a dedicated sales training department.
This initiative not only increases sales (achieving double-digit growth at some points of sale), but also significantly boosts staff engagement. “An essential part of DFD's added value is our comprehensive support throughout the entire cycle with our partners. This includes suggesting assortments based on the specificities of each location and type of consumer, assisting with impactful and effective exhibition options, promoting the brands with marketing activations, and, of course, training the sales teams,” explains Mairal.
The team will present new additions via an exclusive showroom at TFWA Cannes. Both the sportswear brand New Era and Playmobil will have a dedicated space. “Visitors will have the opportunity to explore the latest product collections in categories like watches, footwear, apparel, writing instruments and more. The show is a key platform for us, where we can not only showcase our products, but also demonstrate the 360-degree support we offer to our partners,” he adds.
