Beler Holdings adapts to change for land border success
The company is preparing to launch Born in Roma Coral Fantasy by Valentino, a new fragrance line for all gender identities; seen here on display at the Frontier Duty Free Association Convention in Toronto, Canada, in November
For Beler Holdings Inc., 2024 has presented unexpected hurdles, particularly in securing inventory from suppliers. However, the company is turning these challenges into opportunities by developing customized retail solutions and strengthening its focus on the next generation of consumers.
“You would think after COVID we’d be in a much better position,” says Alex DeBellis, VP of Sales & Marketing at Beler Holdings Inc. While Q1 showed promise, the market “just flipped” without clear warning, affected by outside factors including work stoppages impacting Rail and Ocean transportation, an overall soft economy and ever increasing fuel costs.
Rather than seeking universal solutions, Beler Holdings is taking a more nuanced approach to market challenges. “We expect everything to be the same. It is never going to be the same. So, what can we do differently?” DeBellis explains. The company is now working with stores to develop tailored solutions, recognizing that different locations are driven by varying factors, from incentives to price points.
The next generation
Despite the land border’s traditionally older demographic, Beler Holdings is making a strategic push toward Gen Z products. “We need to start looking at new opportunities and I really feel [the Gen Z movement] is the strongest part of it,” DeBellis says. “It’s about trying to be more competitive and coming up with bigger offers and better savings for the customer.”
This focus on younger consumers comes even as the company acknowledges that Gen Z typically prefers air travel. However, the strategy capitalizes on parents shopping with “grocery lists” of items requested by their children.
The human touch
In an era of increasing digitalization, Beler Holdings is doubling down on the importance of personal interaction and staff training. “I always think at the end of the line you can sell someone anything, but if the salesperson isn’t behind the product, it’s not going to be sold,” DeBellis emphasizes. “I’m all about incentivizing staff and making sure they have the product knowledge they need.”
This focus on staff development responds to increasingly savvy customers who expect salespeople to demonstrate comprehensive product knowledge to justify their purchases and brand loyalty.
Unique channel dynamics
The land border duty free environment presents distinct challenges compared to airport retail. While airport travelers often have time to browse in a more relaxed atmosphere, land border shoppers typically arrive with specific shopping lists and a desire to quickly return to their journey.
DeBellis remains skeptical about the value of online platforms in this context. “I’m not sure how having an [online] platform is going to drive our business because then I think all you’re doing is making the customer look at the price point and decide whether they’re going to go to point A or point B -- or make the purchase across the border or domestically.”
Upcoming launches
As Beler Holdings looks toward 2025, several exciting developments are on the horizon. The company is preparing to launch Born in Roma Coral Fantasy by Valentino, a new fragrance line for all gender identities. While acknowledging a delayed rollout of the 2024 Valentino release, DeBellis expresses enthusiasm about L’Oréal Group’s direction with the brand.
The company is also capitalizing on the successful launch of Sublime by Tory Burch, featuring Kendall Jenner, which DeBellis notes has been reinvigorated by the new face and bottle concept. Additionally, plans are in motion to introduce Benefits to duty free stores in 2025, filling what DeBellis sees as a crucial gap in the market with its unique and versatile offering.
Despite the challenges of 2024, DeBellis maintains an optimistic outlook: “I’m ready for 2025 in a positive way.” This confidence, coupled with strategic initiatives in product development, staff training, and consumer engagement, positions Beler Holdings for growth in the evolving Canadian Duty Free landscape.
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