Victorinox partners with Avolta in new openings in Madrid, Jordan and São Paulo

The pop-up at Madrid Adolfo Suarez-Barajas Airport Terminal 4 targets the high number of European and Latin American passengers travelling through the terminal
Premium lifestyle brand Victorinox has partnered with global travel experience player Avolta to open a long-term pop-up store at Madrid Adolfo Suarez- Barajas Airport and a retail space at Amman’s Queen Alia International Airport.
The openings are said to strengthen Victorinox’s partnership with its key partner Avolta, enhancing brand visibility in strategically important regions.
The pop-up at Madrid Adolfo Suarez-Barajas Airport Terminal 4 targets the high number of European and Latin American passengers travelling through the terminal. Latin America is one of Victorinox’s most important regions across its full product portfolio, contributing 14% of the brand’s total sales in 2023. Located in a high traffic area, the pop-up aims to enhance the end consumer experience with gamification and specially trained Victorinox Brand Ambassadors.
Avolta EMEA Luxury Watches & Jewelry Category Manager, Matteo Abate, said, “We are glad to continue to develop our global partnership with Victorinox through these two milestone projects for the brand in our Avolta EMEA network. Together with Victorinox, we will be delighting our guests with the opportunity to engage with a unique multi-category shopping experience in our Victorinox pop-ups in Madrid and Jordan. We look forward to seeing these concepts come to life as another way we look to work creatively with brand partners to make travelers happier.”
The pop-up showcases Victorinox’s two bestselling categories in travel retail – Travel Gear and Watches. Travelers can discover the brand’s latest carry-on collections: Spectra 3.0, Airox, Airox Advanced, as well as the Architecture Urban2 collection, in addition to Victorinox’s I.N.O.X Chrono, Dive Pro and Journey 1884 watches.
Victorinox Head of Global Travel Retail & Fragrance Sales, Gloria Dix, commented, “Our partnership with Avolta continues to go from strength to strength as we build Victorinox’s presence in EMEA travel retail and beyond with engaging spaces and pop-up activations such as those in Madrid and Jordan. A bridge between Europe and Latin America, Madrid Adolfo Suarez-Barajas Airport is a strategically important location for Victorinox as we seek to capitalize on the strong brand awareness among consumers from both regions. We’re excited to have a long-term presence at this key airport with our pop-up that offers travelers high-quality, functional products that best prepare them for their travels.”
Victorinox at São Paulo’s Guarulhos International Airport
The permanent retail space at Queen Alia International Airport in Amman, Jordan, also highlights the latest products from Victorinox’s Travel Gear and Watches lines.
A third point of sale recently opened in a prime location within São Paulo’s Guarulhos International Airport in Brazil. In collaboration with Avolta, this dedicated corner serves as one of Victorinox’s top-performing spaces for watch sales in global travel retail. To enhance the brand experience, all areas boast a dedicated Victorinox Brand Ambassador who is on-hand to help travelers with product recommendations.