Page 48 - TFWA World Exhibit 2023 Special Edition

INSIDER

Duty Free Dynamics welcomes new CEO and enhanced commercial and
logistical structures as it expands its geographic footprint

The appointment of Martin Mairal Mairal tells TMI. “Regarding brands, we’ve
as CEO of Duty Free Dynamics in April onboarded such relevant names as Adidas
marked the beginning of a new phase and Lamy. Additionally, we’ve streamlined
within the company. and, in some cases, renegotiated our brand
Under his leadership, in this initial portfolio. Concerning our distribution
stage, DFD said that it is focused on three partners, we have shortened delivery
fundamental pillars. First, the company times and reassigned budget allocations to
is working to further increase the added provide more direct support to our partners,
value that DFD offers to brands, by and improved data analysis to provide
generating additional volume of business better guidance to our clients, optimizing
for them, while ensuring a consistent brand assortments and stock levels.
image and an exceptional experience in “Furthermore, international expansion
all territories where it operates. Second, with DFD’s introduction to EMEA has
DFD says that it aims to strengthen been a significant pillar since my joining in
strategic alliances with its network of retail April. We’ve bolstered both the commercial
operators, by providing them with logistical and logistical structures and are working on
support through its global platform, as long-term agreements with operators in all
well as commercial and marketing support, territories.” Duty Free Dynamics CEO Martin Mairal
and offering new business opportunities Mairal says that DFD is intentionally
and partnerships. And third, the company taking a gradual approach to entering the
is driving expansion by extending the EMEA market because it wants brands to their high demand. Furthermore, we expect
commercial platforms in Barcelona achieve excellent results in this expansion. to announce the addition of luxury brands
to service the EMEA market, and by “Our strategy is to collaborate with soon, and we anticipate they will have a
establishing teams in APAC in 2024 based the top 5 distribution partners, most of substantial impact.”
directly on the existing platforms in those whom we already have relationships
regions. with, to ensure the volume we need. Participation in Cannes
Martin Mairal’s experience has been Simultaneously, we closely monitor smaller Duty Free Dynamics will be
a significant facilitator for DFD’s current regional operators, allowing us to more showcasing its product portfolio in Cannes.
expansion process. surgically test niche brands. Additionally, “The TFWA exhibition in Cannes
“Since my arrival, I’ve focused DFD’s we leverage our presence in Barcelona, always presents an excellent opportunity
team efforts on delivering excellent service Zurich, and Dakar to provide personalized to convene with our clients and showcase
to both brands and distribution partners,” service,” he explains. the latest developments from the brands we
With its roots still in the Americas, represent. It’s a perfect occasion for them
DFD continue to place the bulk of its to select the most suitable assortment for
attention on brands outside the core duty their consumers. Additionally, it provides
free products. an ideal environment for discussing future
“Fashion and accessories brands are plans and devising joint strategies in a
experiencing significant growth in the relaxed setting, away from the offices and
Americas, as we forecasted in our 2023 daily routines. With our recent expansion
master plan,” says Mairal. “This category into EMEA, we are not only welcoming
is on the rise, and having internationally global distribution partners who are already
recognized brands such as New Era, familiar with our exhibition but also
Champion, Skechers, Ecco, Clarks and forging alliances with new players from all
the recent addition of Adidas, gives us a territories,” concluded Mairal.
significant competitive advantage due to

Duty Free Dynamics most recently added globally-known
sportswear brand Adidas to its portfolio.

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