US. Bijoux Terner is marking next year with a bumper crop of openings, as it is poised to arrive in about one new location a week.
In the Middle East, the company is working with a retail group to reach 46 locations by the end of 2007. In India, negotiations are being conducted for 22 locations. In China, negotiations are also under way.
In Europe, an opening is expected at Brussels Airport, and more in the Balkan states. The company is also looking at opening in a “very renowned department store in France”, revealed Charles Pelegrin, Vice President of Bijoux Terner’s Retail Travel Division.
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| Charles Pelegrin, Vice President of Bijoux Terner’s Retail Travel Division (pictured with Bijoux Terner leathergoods and accessories): “When people come into our store, they ask, how much is this. US$10. What about that? US$10. Once people realise that everything is one price, they stop asking and start picking.” | ||
Bijoux Terner, which offers a single-price concept with all products marked at the same price, made its foray into travel retail in 1997. The Miami-based company now has 435 retail locations worldwide.
The success of the company comes down to the affordable price concept, coupled with a wide variety of products and strong merchandising, according to Pelegrin.
“When people come into our store, they ask, how much is this. US$10. What about that? US$10. Once people realise that everything is one price, they stop asking and start picking,” he said.
The best-performing store is in Singapore Changi Airport, he revealed, with passengers buying an average of six items each. “The location, the assortment are making the difference. Changi is a big airport with lots of passengers.”
Pelegrin noted that the company was also doing strong sales onboard ferries and cruise ships. “The ferry business has been overwhelming,” he said.
In terms of categories, watches have been a runaway hit. They make up nearly a third (32%) of all sales. Other popular items are jewellery, pashminas and handbags. Men are also buying silk ties in bulk: “They buy four to five ties each time,” said Pelegrin.
To keep interest up the company introduces new items constantly. “Officially there are two collections a year. But in reality we’re getting two to three new designs a week. To illustrate the kind of variety we have, there are 45 styles in black bags alone,” he said.
Some 90% of all of the company’s products are sourced from China, while others come from India. “The Chinese are doing a magnificent job. Look at this,” he said, pointing to a finely stitched leather wallet.
Some designs are also done in-house, said Pelegrin, adding: “We follow the fashion trends.”
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