Page 39 - Travel Markets Insider October 2021 Final

INSIDER

Top: Bah Duty Free in Uruguaiana. Essence Corp. is investing heavily in trainings and market visits, says Bona.
Bottom left: Caturra Free Shop in Porto Xavier. Bottom right: Another Essence Corp. training at Central Free Shop in Uruguaiana.

store than the old-fashioned border stores,” the fact that many of the new stores are have only opened in seven of the 32 twin
says Bona. conveniently located in well-visited cities where duty free border shops have
While the free shops on the shopping malls that also house many other been approved.
Argentinean side of the border have yet to shops—Essence Corp. is using the full “And now that stores have opened,
open (London Supply is scheduled to first range of retail animations to stimulate sales and the brands see the quality of the stores,
open its flagship Iguazu store at the end of on the Brazilian border. and the quality of the job that we are doing,
October/early November) Bona notes that From GWPs to giant billboards for they realize the benefits of working with a
the complexity of travel today has made Montblanc, Versace, Carolina Herrera and company like ours who can consolidate all
these Brazilian stores more important. Paco Rabanne to special Christmas gift these smaller stores for them—much like
“Brazilians are not able to cross the set animations and bespoke gondolas for we did in the Caribbean.
border and they don’t have to cross the Rituals, Essence Corp. and its brands have “Where there are many smaller
border to enter these stores; nor do they been investing in the market. family-owned players, it is also in the
have to take a COVID test. These stores Bona says that Essence expects to retailers’ interest to work with someone like
have been open throughout the pandemic be in all of the shops that carry P&C us who has the relationship with the brands.
and were able to cater to the local clientele. before the end of the year. The company is They see the benefits of consolidation when
They offer them accessibility,” he negotiating with the last three of the current it comes to lowering the cost of logistics or
explained. operators now. replacing purchase orders.”
“It is important to note that this is
High visibility activations not a saturated market and it has great
On top of their accessibility – and potential,” he notes. “As of today, stores

39 October 2021