Global distributor B&S Group is sharpening its commercial focus on the Americas as it prepares for the IAADFS Summit of the Americas (28-31 March).
According to the company, its regional strategy is centred on multi-category expansion, strengthened brand partnerships and the continued roll-out of its proprietary digital platform King of Reach by B&S.
B&S has established a dedicated commercial office in Montevideo and a strategic warehouse hub in Miami to support its Americas expansion. It has established a team of local market specialists who will strengthen in-market execution, customer relations and distribution capabilities across the region.
Central to the company’s growth plans is the proprietary digital platform King of Reach by B&S. According to B&S, the platform enhances transparency and flexibility across the travel retail supply chain and provides brand owners and retail partners with a structured route to market. It also enables scalable distribution alongside real-time commercial oversight.
B&S said brand partnerships are at the core of its approach. These collaborations include confectionery leaders Mars Wrigley, Haribo, Storck, Ricola and Loacker, alongside beverages partners Suntory Global Spirits and Mark Anthony Brands.
Its regional portfolio is deliberately structured to meet the specific commercial needs of travel retail operators in the Americas, B&S said.
B&S Global Sales Director Duty Free & Travel Retail Luke Maga, recently appointed to the role, said: “From a global perspective, our priority is to build strong, long-term brand partnerships and connect them to high-potential travel retail markets through a disciplined and scalable model. The Americas is a significant growth region for B&S.
“By combining our global network with digital capability and regional execution, we are creating a platform that delivers measurable value for both brand owners and retail partners,” he added.
B&S Head of Americas Duty Free and Travel Retail at B&S Tijn Oomens added: “Growth in the Americas is built on proximity and partnership. Our regional structure allows us to be close to customers, understand market dynamics, and drive distribution effectively.
“By consolidating a multi-category portfolio and strengthening our reach, we are deepening market penetration while maintaining transparency and operational excellence,” Oomens added. “We pursue sustainable growth by starting with what our customers truly need, and aligning our expertise, partnerships and commercial strategy to deliver measurable value.”
B&S said it aims to deepen engagement with both existing and prospective partners at the Summit of the Americas. B&S will be present at Stand 215 to discuss collaboration opportunities. ✈
