Time Products (UK) has reported its Sekonda business has seen significant channel growth within the travel retail market in 2024, hailing the year to date as ‘positive’ and with many new opportunities either already operational or in development.
For Sekonda, growing its travel retail business in key channels this year was an important strategy, and the brand has made great progress, especially within the cruise sector, said Myalee Sofield, Head of International Travel, Time Products (UK).
“We are seeing double-digit growth year-on-year in some of our travel channels, with the overall international business coming back stronger than ever, compared to pre-pandemic levels,” Sofield added.
Growth channels
The biggest growth sectors for Sekonda this year have been inflight and cruise, highlights Sofield. “We have seen very strong sales with key inflight partners as well as partners that have re-started their inflight business post-Covid. Cruise has also certainly been a focus for us, with the launch of our cruise specific display concept that has resulted in a lot of interest from many partners within the industry.”
Sekonda has worked closely with its airport partners ensuring product offer execution is to a high standard, understanding some of the ground challenges and investing in training. “Not all training can be done in person, but we have developed bite-size training modules which retailers can access digitally,” said Sofield.
2024 has seen several new partners in travel retail. For duty-free Sekonda has opened up listings with Norwegian Cruise Lines and Avolta in Europe and the US, GMR and Hyderabad Duty Free in India, Egypt Air Duty Free, Central Duty Free in Brazil plus Flemingo Duty Free in Chennai and Sri Lanka.
On airlines, Sekonda has launched in partnership with KrisShop for Singapore Airlines and Scoot, Vietnam Airlines in partnership with Travel to Buy, and lastly Emirates in partnership with Gebr. Heinemann.
UK inflight routes and duty-free markets have shown the best overall performance for Sekonda. “We have worked closely with existing partners to grow range representation, and we have seen several opportunities in India and the Middle East also come through,” said Sofield.
New product offers
Sekonda launched new flexible layout retail towers for its duty free partners earlier this year. “We have had some great feedback from our retail partners on our new display units. We will continue to evolve our travel retail displays to best suit the retail environment and most importantly for travellers looking for inspiration,” said Sofield.
Further to exhibiting at both TFWA Asia Pacific and TFWA World Exhibition in Cannes, Sekonda’s latest product offers have meant range growth with key retail partners. “We are seeing more customers buy into our Smart Watch ranges; our bestselling ladies ranges Monica and Taylor are working very well for us; plus we have developed a more flexible approach with our watch and jewellery ranges to create travel exclusives for our partners which create point of difference conversations,” said Sofield.
A few new staff members have joined the company’s International Travel team this year. “We are delighted to have welcomed Emma Finch, Louise Stevenson and Cleona Henderson to Time Products this year. Together they bring a wealth of knowledge and experience, and we are looking forward to seeing what we can achieve with our expanded and dedicated travel team in 2025,” said Sofield.
Note to editors:
Time Products (UK) owns the Sekonda, Accurist and Limit watch brands.
For further information, product shots, store visuals and comments please contact: Row Holland row@essencompr.com or Alison Farrington alison@essencompr.com