Cerruti 1881 is returning to the TFWA World Exhibition this October as it continues to increase its presence in airports and on board airlines (stand number: Bay Village 14).
The fashion label acknowledged the increasing importance of the duty free and travel retail business, thanks to the “democratisation of travel”, particularly in emerging markets.
“Air traffic is due to nearly double within the next 25 years and the concept of travel is changing,” the Italian brand noted. “An airport no longer just facilitates flights, but has become part of the entire travel experience. The aeropolis is a not-so-distant reality and airports have already begun redefining the passenger experience.”
Full aware of the growing dynamism and strategic role of travel retail, Cerruti 1881 has attended the TFWA Cannes show every year since 1995.
Since its last showing the brand has opened a new shop at Beijing Capital International Airport. Unveiled on 24 December last year, the 55sq m store is located in Terminal 3, which handles 60-65% of the airport’s total traffic.
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Cerruti 1881 returns to Cannes with a renewed focus on the dynamic travel retail sector |
On 1 April 2014, the brand took over the direct operation of the Cerruti 1881 store at Chengdu Shuangliu International Airport, which was previously operated by licensees. The 75sq m outlet is located in Terminal 2, with an exposure to 40-50% of total passenger traffic.
The month of July saw the opening of a Cerruti 1881 shop-in-shop in the new 240sq m concept store in the main duty free area of Ercan International Airport. Located east of the Nicosia, the airport is said to be the largest in the Turkish Republic of Northern Cyprus, and is expected to handle 3.1 million passengers in 2014.
Another shop-in-shop will soon open at the new Klia2 low-cost carrier terminal of Kuala Lumpur International Airport (KLIA) in Malaysia.
Between the third quarter of 2013 and the second quarter of 2014, Cerruti 1881 has also agreed or renewed listings with several airlines. These include Qatar Airways, Qantas, Air New Zealand, China Airlines, China Eastern Airlines, Hainan Airlines, Kuwait Airways, South African Airways, African Airlines, Singapore Airlines, Cathay Pacific, Malaysia Airlines, and Finnair.
In addition to these new listings, Cerruti 1881 products are available in international airports such as Dubai, Cairo, Abu Dhabi, Amman, Moscow, Hong Kong, Shanghai Hongqiao; as well as on board flydubai, Emirates, Etihad Airways, Virgin Atlantic, TAP Portugal, and British Airways.
The brand’s portfolio includes leather goods, watches, writing instruments, fragrances, legwear, eyewear, ready-to-wear, ties, scarves, and jewellery.
Among the new products that will be exhibited in Cannes this year are:
• Bangkok – an extra lightweight cabin trolley in twill texture nylon and smooth calf leather;
• Casual Chic – a pair of sunglasses with a sporty and sharp design enhanced by an orange touch and gradient lenses;
• Galactic Twist – a matte black metal fountain pen with a twisting pattern and a magnetic cap;
• Amalfi – a wristwatch which channels “laid-back elegance” according to the brand
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Casual Chic (€166) features a navy acetate frame with Cerruti 1881 logo engraved on the metal trim and inside tips, contrasted with a bright orange stripe and grey gradient lenses |
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The Galatic Twist pen (€195) with a magnetic cap has a matte black metal finish with a twisting pattern of very finely engraved lines. It is available as a rollerball and fountain pen |
About Cerruti
Cerruti 1881 was founded by the Cerruti family in 1881 in Biella, in northern Italy. In 1950, Nino Cerruti took over the family business and in 1967 launched the Cerruti 1881 label and opened his first boutique at Place de la Madeleine in Paris, the flagship store and address of the company’s head office.
Today, Cerruti 1881 produces ready-to-wear lines for men under the Cerruti 1881 Paris and Cerruti 1881 labels, fragrances, leather goods, watches, jewellery, eyewear, ties, shoes, writing instruments, as well as a casualwear range and jeans for men and women. Aldo Maria Camillo has been the Creative Director at Cerruti since April 2012.
Since April 2011, Cerruti has formed part of the Hong Kong-based group Trinity Ltd, a specialist in high-end menswear. The company operates both directly, via its head office in France, and through licensing and distribution agreements for men’s high-end and luxury brands worldwide. The global network of Cerruti 1881 boutiques now comprises 123 units, including 117 under direct management and six under franchise.
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Left: The lightweight Bangkok cabin trolley (€460), made of twill textured nylon and calf leather, comes with a front flap laptop pocket and multiple compartments. Measuring 36 x 50 x 22cm, it can be carried in three ways: by the handle, using the side shoulder strap, and as a back pack; Right: The Amalfi wristwatch (€299) indicates the day of the week and the time in a second time zone. The date appears on a copper-coloured dial with a vertically striped design, while the silver-coloured numerals, the facetted hands and the sundials are styled tone-in-tone with the 43mm stainless steel case and linked to the metal bracelet | |
