“The last 12 months have been a whirlwind for us all,” says SEVA IBP Managing Director of Duty Free and Travel Retail Laura Klingeman as the company gears up for its appearance at the Summit of the Americas in April.
“Our focus for the Summit is to take some time out to reflect with our existing partners on our journey in the last year and create solid plans for the future based on our shared goals and experiences,” says Klingeman.
The SEVA Group is a travel retailer and distributor with big ambitions and a growing presence in the industry worldwide. The company was a Diamond Partner of the inaugural Moodie Davitt Virtual Travel Retail Expo last October and will be showcasing its owned Rubis Wine brand among other leading brands in its portfolio at the upcoming Americas event.
In this interview, Klingeman discusses the company’s strategy to maximise opportunities in the Americas, its commitment to its people [The SEVA Group has made no job cuts throughout the crisis] and how collaboration and innovation will help drive the industry towards recovery.
Klingeman says: “We must collaborate and innovate if we are to survive. Partnership and innovation are long standing, key values for the SEVA group so we hope that this spirit of ‘in this together’ is the legacy of the pandemic period.”
What is the major focus for SEVA Group at the Summit of the Americas – A Virtual Experience? What products and services will you emphasise?
We are a very customer-centric organisation that prides itself on how we do business as much as the incredible results we deliver for our partners. The last 12 months have been a whirlwind for us all.
Our focus for the Summit is to take some time out to reflect with our existing partners on our journey in the last year and create solid plans for the future based on our shared goals and experiences. As the landscape has changed, we are of course also keen to meet potential new partners and share with them our ambitions and proven capability.
From a brand perspective, we will invite visitors to learn more about our Rubis Wine brand, an authentic regional brand from Bosnia and Herzegovina, greatly enjoyed by our international consumers. We will also showcase our spirits brands such as Jägermeister, Russian Standard and Writers’ Tears and The Irishman from Walsh Whiskey.
How important is the Americas region to SEVA Group’s business today? What growth prospects do you see in the region?
The region is very important. The Latin American market is a developing market. In 2019, Brazilian Customs officials finally legalised duty free border stores in Brazil, which allowed 33 Brazilian cities to open border duty free stores, creating immense new retail opportunities in the continent. This is a great opportunity for new and exciting collaborations between SEVA IBP and retail operations, focusing on brand building, execution and innovation.
“Health and safety, contactless, social-distancing and well-trained staff will allow us then to focus on the areas travel retail knows and loves – building beautiful brands in world class shopping environments” — SEVA IBP Managing Director of Duty Free and Travel Retail Laura Klingeman
What other innovations can we expect to see from you at the Summit of the Americas?
Consumers have shifted their behaviour in so many ways over the last year, but the key trends we have observed only cement our belief that travel retail is a critical platform for brands to engage and excite shoppers.
We of course, all need to innovate to make this a continued reality, and for SEVA IBP [which handles the Central & Eastern European market for Bacardi Martini, Diageo, Edrington and Heineken] and The SEVA Group, part of this innovation is showing just how disruptive we can be in the virtual world with our trade show presence.
One of SEVA Group’s key differentiators is that it functions as both retailer and brand owner – how has this served you through the pandemic crisis?
Of course, a diversified portfolio approach is always a huge benefit, because it allows us to invest in the areas that many of our competitors backed away from. The biggest advantage and differentiator of the SEVA Group, however, will always be our private ownership structure and our people. These two elements have allowed us to implement a very human and long-term view of how we conduct ourselves and achieve our goals.
We are proud to say we made no job cuts and continued to invest in many parts of our business despite the context of the last 12 months. Ultimately this diversity gives us empathy for our partners in all areas and allows us to really build plans that work for everyone.
How do you think the channel can and should engage with travelling consumers to ensure a sustained recovery?
Consistently brilliant basic offers and services at every stage of traveller journey will be key to giving passengers the confidence to return at scale. Health and safety, contactless, social-distancing and well-trained staff will allow us then to focus on the areas travel retail knows and loves — building beautiful brands in world class shopping environments.
How would you like to see industry partnerships evolve as we enter a new era for travel and travel retail?
We have seen a huge shift as most businesses and individuals have been at their most vulnerable point in history. This vulnerability has exposed that we must collaborate and innovate if we are to survive. Partnership and innovation are long standing, key values for the SEVA group so we hope that this spirit of ‘in this together’ is the legacy of the pandemic period. Time and time again, we see this approach is always the winning formula irrespective of the conditions.
*In a major interview with Martin Moodie last October, The SEVA Group Founder Severino Pušić opened up on his determination to see the company become a top 20 travel retailer within five years. Click here for more.
