An eye on the future: Kurate International looks to extend its travel retail footprint
Kurate has enjoyed its position as a key player in the travel retail industry for over a decade, known for its popular Moon, Belle & Beau and You brands (seen here at Larnaca Airport in Cyprus)
Travel retail watch and jewelry specialist Kurate International (Kurate) is targeting further growth in 2025, with new locations and listings in the pipeline.
Looking back over the past 12 months, Kurate International Key Account Manager Sharon Edwards Smith commented, “2024 has been quite a year for us with very successful new ground locations bringing amazing results as Kurate continues to lead the affordable luxury segment of the watch and jewelry category.”
Kurate has enjoyed its position as a key player in the travel retail industry for over a decade, known for its popular Moon, Belle & Beau and You brands. The three brands cater to different preferences and styles but always have value for money in mind.
“This year our focus has been on securing new ground store locations and we are looking forward to ‘crowning’ 2024 with Aer Rianta International (ARI) at Portugal’s Faro International Airport,” Edwards Smith added. “Our partnerships with ARI in Cyprus, at both Larnaca and Paphos airports, and at Portugal’s Lisbon hub, have proven particularly successful as has a collaboration with Avolta at Edinburgh Airport.
“Promotions for our brands have put Kurate well and truly on the map, indicating once again that we have the products that today’s traveling customers are seeking. Value for money is key, as is high quality not just in the products that are offered but in the way they are presented.”
Sharon Edwards Smith, Key Account Manager, Kurate International
Edwards Smith said Kurate’s strategy for 2025 and beyond is to secure further ground stores. “Whilst growing and strengthening our collaborations with existing customers, new partnerships are in the making and will be announced soon,” she explained.
Considering the cruise market, Edwards Smith said the introduction of an innovative counter top unit played its part in a noticeable increase in sales. The countertop spinner can be tailored to suit space availability, holding approximately 50 stock-keeping units.
“This display appeals to the variance of passenger profiles and is well suited to the impulse purchase with our affordable prices,” she added, underlining Kurate’s strong partnership with Harding+ and its hope to share this success with other retailers in the cruise industry.
Inflight – always a strong sector for Kurate – remains a vital market, with strong sales of the Moon watch set and selected Belle & Beau jewelry lines with popular UK airline Jet2. Additional Belle & Beau listings are under discussion and expected to be announced shortly.
A Belle & Beau Aurora Multi Piece Set has proven a hit with Singapore Airlines and is also a bestseller with Tourvest on Kenya Airways.
“The success of these lines on various airlines clearly indicates that Kurate International’s products are perfect for today’s travellng consumers,” Edwards Smith said. “Our continued focus on affordable luxury plays a key role in our success in the travel retail channel. That focus will not change, nor will our ability to meet the latest trends in both the jewelry and watch markets.”
At this year’s TFWA World Exhibition, Kurate showcased an updated selection of Moon watches for women. New Belle & Beau collections were also introduced with a range of waterproof jewelry hitting the Cannes spotlight. Made for everyday wear, this collection of stainless-steel jewelry includes necklaces, earrings, bangles, anklets and gift sets.
“The jewelry doesn’t tarnish, discolor or fade, making this stainless steel range perfect for travel retail,” Edwards Smith said. “It’s stylish and with yellow gold-finish and chunky pieces very much on-trend. Like all of Kurate’s pieces, there are designs to suit all tastes and the pricing is reasonable.
“With the initial collection geared towards inflight sales and further selections to follow, buyers loved the offer with some listings confirmed before the end of the TFWA event. The new range will be included in our main floor stand in airports and on ferry and cruise ships in Spring 2025.”
Snake Chain Double Layer Stainless Steel Necklace
Edwards Smith pointed out that the latest stainless steel option also underscores Kurate’s commitment to sustainability.
“Our customers can wear the jewelry for longer and while reducing waste, the pieces, where possible, are made with recycled metals. At the same time, we are reviewing and improving our packaging and presentation methods to suit customer needs and also to meet our sustainability goals. This is a top focus for Kurate and further details will be revealed soon.”
Kurate’s positive approach to 2025 and beyond underlines the company’s belief in the strength of the global travel retail market.
“More and more people are traveling and we have the products which appeal to a wide range of those on the go,” Edwards Smith added. “We cater for those consumers who are looking for something different but affordable, something that makes a statement, products which target both self-treating and gifting. We are looking forward to another good year!”
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