Page 44 - IAADFS 2022 hi-res

INSIDER

Martin Lovatt & Lenny DiCristofano:
creating a travel retail agency with a true global footprint

Not many agencies in the travel retail In jewelry, the company is introducing and was listed on more than 100 airlines.
channel are able to offer a true global some new brands, which are already We also designed a variety of travel sets
footprint, especially for accessories brands. delivering results, he says. Amor, a German with serums in 30ml sizes, selling for
But a joint venture between U.S.-based brand of jewelry made of gold, sterling, and around $39, which was another hit and we
Lenny DiCristofano of worldclassbrands silver-plate, etc., offers retailers a complete are now launching on cruise ships. It would
and UK-based Martin Lovatt of Magnify turn-key concept, from furniture and POS also be perfect for airport stores,” he added.
Brands does just that. materials to 48-hour replenishment, that Looking at hair health, the company
“Martin and I have been working requires no capital investment from the has launched Manta, an award-winning
together for seven years. While we have stores. hairbrush created by a salon owner in
retained our own company identities, I “We are rolling out Amor at nine the UK for his wife after she was losing
cover the Americas and he takes care of locations with Ultra Jewel in Mexico right her hair from cancer treatments. Made of
Europe, the Middle East and the Far East. now,” he told TMI. flexible silicone for minimum breakage, it
Between us, we work hand in hand to make They also started with Anne Klein is also a perfect multi-use travel product for
sure that our brands get a continuous global jewelry pre-pandemic, and are rolling out all hair types.
footprint, if that is what they wish to have. again with new self-service displays for ShakeUp targets the trend for men’s
And most of our brands are global.” travel retail. The brand has been well- makeup, with a collection of products in
The two companies worked received in the market. The companies are gender neutral packaging, so it will appeal
throughout the pandemic during which also expanding the Harry Potter jewelry to both men and women. Key products are
time they re-evaluated their approach to brand with new displays and counters, as foundations, a clay face mask applied with
the market, shifting to focus primarily on well as a new higher-end line in sterling a twist tube, a cucumber mask that goes on
affordable, accessible or fashion brands in a silver. They are also launching a new cruise with a roller ball, and a lip balm.
variety of product categories. program. Beauty Pro, a UK brand that has sold
“Most of the brands in our portfolio treatment masks in salons for the last 15
share certain traits. They are innovative, Beauty & Wellness years, has now launched at home salon
disruptive, on trend, sustainable and Lovatt began looking at beauty products that DiCristofano and Lovatt are
affordable,” commented Lovatt. brands about six years ago, and during the debuting at the Summit of the Americas.
Within this structure the two pandemic, accelerated the search for new The key product is a biodegradable eye-
companies have divided the business into products that met certain criteria, primarily warming mask that soothes tired eyes. It
four parts: in addition to their traditional quality products at a price offer that will will be available in single and multi-packs.
core of watches and jewelry, they have not only be well-received but propel them A men’s range is called Barber Pro.
added beauty & wellness, and eyewear/ to become hits. Another highlight of the new portfolio
sustainability. They started out with a company is Spot My U.V., a UV detection sticker
“Our main focus remains on our called Grounded, which made face scrubs that lets people know when they must re-
core capability, which is watches and and treatment masks from coffee grounds. apply sun protection, usable for the whole
jewelry,” says DiCristofano. “But we have While that product was not particularly family. It is available in a variety of kit
put together a very unique offer in beauty successful, Grounded devotes considerable sizes for travel outlets and has been listed
and wellness, which is our fastest growing effort to sourcing the newest trends so that in 200 resort hotel gift shops in Mexico.
category.” it can be first to market in global travel Under their new eyewear/
In the watch category, the retail with affordable beauty that cater to sustainability category, worldclassbrands
worldclassbrands group continues to work these trends, producing products in their and Magnify Brands are focusing on
with Festina, a classic, tailored brand in the own factory in the UK. Among its hits Formula 1 sunglasses and Bitmore
$79-$400 price range; Casio with its unique are a teeth-whitening powder made from electronics, which use recycled plastic and
G-Shock and Baby-G brands ($79-$500 charcoal, which was listed on more than reclaimed wheat straw-based materials
price range duty free retail); and CIT, with 100 airlines within a year and became alongside biodegradable packaging and
its entry-level watches for Ellen Tracy, number one in its category as a top-selling environmentally-friendly water-based inks.
Geoffrey Beene, Caribbean Joe, Jessica product in units, said Lovatt. The range includes powerbanks, chargers,
Simpson, and newly added, Sean John, Capitalizing on the Retinal trend, headphones, speakers, cables, plus wellness
offering an urban appeal. Grounded developed a 2% retinal serum for and travel accessories.
“The CIT brands hit the $29-$39 price a very reasonable $35. “This is the only electronics brand
range in duty free, and offer a substantial “Grounded brought that same luxury in duty free that we know of with these
savings from department store pricing, quality of product that would have sold for sustainability credentials,” noted Lovatt.
which is about $50-$99 for the same around $100 to the mass market selling for Worldclassbrands is exhibiting at the
watches,” says DiCristofano. $35,” said Lovatt. “It was an instant hit, Summit of the Americas at Booth 250.

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