Page 30 - ASUTIL 2024 Edition

INSIDER

on the Brazil border were not familiar to open duty free stores on the Brazilian
with duty free when they first opened their side. In the long term, you could have
stores, he says. two stores per each of these 32 authorized
“Many of the operators had real cities, and could scale very quickly to 64
estate and were approached by the local shops. So the 20 shops we are supplying
government to open a store; some of them could eventually grow to 50 stores just like
came from agriculture and textiles and they on the Uruguayan side. There’s a lot of
didn’t really have a duty free know-how.” growth potential on the Brazilian border,”
But now, Bona says that the new says Antoine Bona.
Brazilian border store operators are
becoming more knowledgeable and From brands to training
sophisticated. Essence Corp handles different
“At one point, we were one of the portfolios on each border.
sole beauty suppliers in this region. But I Covering the entire travel retail
think they’ve been able to negotiate some Americas, Essence Corp manages
other brands direct, which is important. It Interparfums, Euroitalia, Victoria’s Secret,
is in our interests for other brands to supply Bath and Body Works, Rituals and Parfums
these stores to create the right category de Marly. But the company has been able
management and be able to provide the to expand the distribution of some of its
right offerings for each consumer.” Caribbean brands to Brazil. These include Luryx Duty Free, Rio Branco, Brazil.
In fact, a number of the new stores on Puig, Shiseido, Hermès and L’Occitane.
the Brazilian border have become major “We’ve been able to expand our long-standing relationships in LATAM
operators. Stores such as Cell Shop, Liberty offering and provide these operators an and a deep knowledge of the market. And
Duty Free, New York Free Shop, and Bah opportunity to have a consolidated supply obviously, we deal with all the key airports
—who have been the most aggressive in distributor that gives great service. We in the Americas – Ezeiza, Sao Paulo,
opening new doors, are among the stand have headcount in the borders, we have Tocumen, Bogota-- that are major power
outs. somebody based in Iguazu and somebody houses in South America.
based in Rio to help support this region. We “But Essence Corp also really
New market still growing have a team of three in Uruguay. Plus we focuses on the small players (independent
“What’s amazing about this market have our international trainer, apart from operators), which mostly are located in
is we continue to have new stores and the local trainings, who visits twice a year,” the borders and Caribbean. A mom and
implementations. Liberty Duty Free is says Antoine Bona. pop operation needs a little bit more
opening a new store in Santo Antonio, “Latin America has always been a attention. And that’s why we build teams
a new operator called Global Duty Free focus for Essence Corp. The start and locally, whether it’s in Brazil, Uruguay, or
is opening in Dionisio Cerqueira, La the core of the business had always been the Caribbean -- it is to give exceptional
Petisquera, which is the Mannah Group the Caribbean started by our grandfather service, and that only happens with
along with some partners, is opening in Foz Jacques Bona. And then my father (Jean proximity. By having local teams and the
do Iguaçu. So we have three or four new Jacques) and Guillaume’s father (Philippe) persistency in visiting them, as well as
stores opening almost every year. expanded to Latin America, first in the free through training. We invest in these regions
“There were 32 Twin Cities authorized zones, and then domestically. So we have because we believe in them.”

Window displays for Versace, Paco Rabanne and Carolina Herrera fragrances at Caturra Free Shop in Porto Xavier in Rio Grande do Sul, Brazil;
the HPP launch of Montblanc Legend at Liberty Duty Free in Guaira, Brazil.

ASUTIL Special Issue June 2024 30